[uptown]

While I don't mind the Prime price-hike, I've begun noticing that Amazon's prices are also increasing quite-dramatically. Cereal that used to cost $10 now costs over $18. Dog biscuits used to cost $11 are now over $22. Yet if you compare Amazon's prices to Walmart, you can get these items close to Amazon's old prices with $5 shipping (or free shipping over $50). I know there's been considerable discussion about Amazon being able to "flip the switch" on profitability, and maybe this is what we're seeing ... but even if many consumers are trained to just "go to Amazon" for their shopping needs, if prices rise by 100%, they're likely to seek discounts from competitors. I definitely have.

[icefox]

Same here, and without the carrot of "free shipping" it is much easier to just place an order elsewhere now.