Although I'm certainly not happy with any increase, $99 is still a good deal for my purposes. I get a LOT of stuff from Amazon and it saves me quite a bit on shipping costs. Hopefully the $99 keeps the free two-day shipping and $3.99 one-day shipping fees at those rates. If they raise those as well, then I will have to reconsider. I've had Prime for several years now, so I'm not surprised they had to finally raise the price.