Amazon Prime increasing rates

I do actually take Amazon into account when shopping online and I find their prices really aren't that great. I remember them being considerably cheaper than most online retailers. Now it seems the same or more. To say I don't know what I'm missing sounds really depressing to me.
I think I would miss it but I have to agree with jboss about prices now, Amazon has psyched us a bit and slowly has raised those prices to the same or above other online retailers. With the shortages to the pandemic, I was forced to shop around for items that were out on my monthly subscribe and save list. I found I could get most of those items cheaper than the subscribe and save, online @ Walmart, Sams, Target, etc. and that was factoring in the extra 15% savings, those retailers still beat Amazon out.