Why the Amazon Prime Price Increase is Good for Retailers

Weighing the revenue generated by subscriptions against the cost of shipping, Amazon.com has clearly lost money on Prime. And let's be honest: Prime isn't about the Kindle lending library or the on-demand videos; it's about the fast, "free" delivery. So it's no surprise that Amazon's recent announcement of a price increase for Prime was welcomed by investors, who foresee improved margins in the coming years.