Amazon Prime increasing rates

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.
While the prices might be the same, the difference is the convenience and free shipping on most items. I've tried some of the competition and their shipping aren't always free, and usually more limited. And normally the wait is longer. Also, I don't really get out to brick and mortar locations much these days.

Overall, shopping Amazon is mostly cheaper except for the big ticket items. For example, the Sony TV I bought was $200 cheaper through Costco than through the lowest priced similar offering through Amazon.

That's not always the case, but I always shop around before buying big ticket items.