Last week, I received an email from Amazon telling me that the annual subscription for Amazon Prime Italia will go up from from €19 to €36, which is an increase of almost 100 per cent!
The email did not explain why there was going to be such a big increase but it assured me that Amazon Prime will continue to invest to provide value for customers. It went on to remind me of Prime’s many benefits: unlimited one-day delivery on over two million products plus two- to three-day delivery on millions more, access to Prime videos and unlimited storage space for photos.
My initial reaction was one of resentment. How dare they double the price! But as I thought about it, I realised that really, the €19 subscription that I had been enjoying for a few years was a steal. I never watched any of the Prime videos and never made use of the photo storage space, but the one-day delivery service on its own was worth far more than €19. As a student, the service was a godsend when I needed textbooks or computer consumables in a hurry. For the one-day delivery service alone, I would be happy to renew my Prime membership.
I say would be and not will be because I will not be in Italy for much longer. My Prime subscription expires in June and I’m going back to England for good in July. Then, I would really have something to moan about. I believe Amazon Prime UK is at least twice as expensive as it is in Italy.
It’s true what they say: you don’t realise what you have until you lose it.