Update (3/13 8:30 am): Amazon is now boldly owning the increases with an announcement on its homepage (above).
The announcement quietly trickled out as an email to some members and can be found tucked away in a Prime help document. Rumors of a potential rate increase have been swirling since Amazon CFO Tom Szkutak broached on the subject during an earnings call in January. If you’re a current member and up for renewal be sure to re-up before the rates increase on 4/17! New members can start a 30-day free trial within the next 7 days to secure the lower rate. (smart move).