Amazon customers should be paying 785 for Prime membership here's why AMZNGet the Full StoryAmy Harris Invision AP Images
JPMorgan estimates that Amazon Prime membership is worth 785 annually, versus the 119 that Amazon is now charging customers.
The value of the membership has increased 12 since last year, with the addition of new perks like free two-hour delivery of groceries from Whole Foods through Prime Now, the report by JPMorgan said.
Prime is the "best deal in shopping," the report said.
Amazon Prime customers are paying a tiny fraction of what the service is actually worth, according to a new analysis by JPMorgan.
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