TODAY   |  March 16, 2014

Amazon delivers a price hike for Prime membership

Some customers are threatening to walk away after the news that the price of Amazon's Prime membership, which gives customers unlimited, free, two-day shipping and access to streaming video, will jump to $99. NBC's Ron Mott reports.

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This content comes from Closed Captioning that was broadcast along with this program.

>> out there for some amazon.com customers. the wildly popular online shopping company is jacking up the price of its prime membership. as ron mott tells us, loyal customers are not happy.

>> reporter: consumers can be a fussy lot, balking, at times revolting to changes in be loved products and services. ask coca-cola which dared to tweak flavors in the '80s, for netflix which tried to split its dvd rentals and streaming video to great dismay.

>> netflix is getting slaughtered by its own price hike.

>> reporter: now it's amazon's turn. the online retailer says it's raising the cost of its prime membership for movies and kindle ebooks fr ebooks for the first time from $79 to $99. sarcasm to pay more.

>> $99 that's prit pricey.

>> reporter: support is out there, too.

>> they have to make a profit, also. they're giving you free shipping.

>> reporter: the noise coming from wall street so far is mostly joyful. amazon's stock has climbed since the announcement.

>> they can keep a solid chunk of their 25 million prime customers, that's an additional $20 on each one of those accounts. that's going to add direct tloi the bottom line.

>>> amazon is in the middle of a crowded field for online video subscribers including competitors like comcast and hulu owned by nbc's parent company . considering the angst amazon has stirred up, rumor has it they're looking to join the streaming tunes business which could be music to many people's ears.