Many reefers like myself really enjoy prime. To me, its worth every penny. Going up from $79 to $99 annually.
http://money.cnn.com/2014/03/13/technology/amazon-prime-price-increase/index.html?hpt=hp_t3
http://money.cnn.com/2014/03/13/technology/amazon-prime-price-increase/index.html?hpt=hp_t3