Amazon Prime: How risky is its price increase?

A bried comment (from RetailWire) follows, on the topic of Amazon Prime and its decision to raise its annual fee from $79 to $99:

The apt parallel is Costco’s raising of its membership fee, which hasn’t hampered its growth over the long haul. As long as Amazon has tested the response to the price increase, and provided they keep marketing Prime as a suite of benefits, I expect the complaints to die down quickly.

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