Amazon Raises Prime Membership Fees in Australia
The e-commerce giant is increasing monthly and annual subscription rates for Australian customers.
Updated on Oct. 21, 2026 in Inflation
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Amazon has announced a price increase for its Prime membership service in Australia. Monthly fees are rising to AU$12.99, while annual memberships will now cost AU$99.
Why it matters
The company attributes the increase to an expanded delivery footprint, new video content, and access to the Alexa+ service. This adjustment follows the opening of a new fulfillment centre in Horsley Park earlier this month.
Monthly membership rates have increased by 30% to AU$12.99, while annual plans rose 25% to AU$99. These figures represent the second price hike since Amazon Prime launched in Australia in 2018.
The players
Amazon
Amazon is a multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.
The details
New subscribers are subject to the higher pricing immediately, while existing members will see the new rates applied upon their first renewal from 25 November 2026. The shift follows a period of infrastructure investment, including the launch of a third fulfillment centre in Horsley Park in October 2026.
Timeline
2018: Amazon Prime launched in Australia.
May 2023: First Amazon Prime price increase in Australia.
October 2026: Amazon opened a new fulfillment centre in Horsley Park.
21 October 2026: New prices effective immediately for new subscribers.
25 November 2026: New prices effective for existing subscribers.
Macro View
This move continues the trend of rising subscription costs for digital services in Australia, mirroring the first price adjustment seen in May 2023. Such shifts often track with the increasing operational costs of scaling national logistics and content libraries.
Australian households will see an increase in their recurring digital service costs starting as early as 25 November 2026 for existing members. Consumers should review their account renewal dates to manage the impact of these higher fees on their monthly and annual budgets.
The takeaway
Subscribers may wish to evaluate whether the current Prime benefits, including the newly added Alexa+ access and expanded delivery options, align with their personal usage. It is often beneficial to review subscription value when service costs adjust to ensure the offerings still meet your household needs.
What happens next
Amazon is expected to commence its Black Friday sale in Australia a few days before 27 November 2026.
Further reading
For more on how costs are evolving across the country, visit our Australia Inflation section.
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