I joined Prime for diaper subscription shipping years ago. My youngest is in kindergarten now
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We are using Amazon slightly less for some things (subscribe and save selection is shrinking) and more for others - lots of kid birthday presents - Amazon has a great educational toy selection.
The free video is a great perk. We killed our FiOS sub last Aug and haven't missed it. I've debated adding Hulu or Netflix, but haven't bothered.
So the $30 increase this year didn't phase me. We're easily getting $30 more value just from the Doctor Who and PBS programming.