Amazon has announced a price hike for its Music Unlimited service, affecting both Prime and non-Prime members in the US, Canada, and the UK. According to an update on the company's website, Prime members will now have to pay $10.99 per month, up from $9.99, while non-Prime members will see their monthly subscription increase from $10.99 to $11.99.

The price change, which went into effect for new subscribers on January 29th, 2025, will also impact existing customers when their subscription renews or on or after March 5th, 2025. The Unlimited Family Plan, which allows up to six people to listen to music simultaneously, will increase from $16.99 to $19.99 per month.

Amazon attributed the price hike to its efforts to "bring you even more content and new features" to the Music Unlimited service. In recent months, the company has been adding features similar to those offered by rival Spotify, including a free audiobook each month and a yearly recap feature similar to Spotify's Wrapped.

This marks the second price increase for Music Unlimited in less than two years, with the previous hike occurring in August 2023. The new pricing structure brings Amazon's non-Prime member plan in line with Spotify's individual subscription, potentially making it a less attractive option for those not tied to the Amazon ecosystem.

The move may be seen as an attempt by Amazon to further differentiate its Music Unlimited service from competitors and to generate more revenue from its growing user base. However, it remains to be seen how the price hike will impact user adoption and retention, particularly among non-Prime members who may be more price-sensitive.

In the context of the broader music streaming market, Amazon's price increase may have implications for the competitive landscape. As services continue to evolve and add new features, pricing strategies will play an increasingly important role in attracting and retaining users. Amazon's move may prompt other players in the market to reevaluate their own pricing structures, potentially leading to a wider shift in the industry.

As the music streaming wars continue to heat up, Amazon's decision to raise prices for Music Unlimited will likely be closely watched by industry observers and users alike. With the company's commitment to adding more content and features to the service, it remains to be seen whether the price hike will ultimately benefit users or drive them towards alternative options.