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Amazon raises price of Prime membership, will consumers balk?

On March 13, Amazon Prime announced that it was raising its annual membership cost from $79 to $99, sending ripples of concern cascading out among its millions of members.  Consumers sign up for programs like Amazon Prime in the belief that their benefits will outweigh the fees they pay to receive them.  Clarus CEO Tom Caporaso shares some thoughts with The Future of Commerce on how Amazon Prime might try to mitigate its members’ concerns.

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