Subscription service prices are on the rise, prompting concerns among users about the sustainability of these increases. Recent reports indicate that Amazon Prime Video users are particularly anxious about potential new charges following recent changes to the service. Additionally, Amazon shoppers are expressing worries regarding a new fee for Alexa owners. This trend of increasing costs for streaming services is part of a broader pattern observed across the industry, as highlighted by various analyses of the business models employed by these platforms. As consumers grapple with these changes, the implications for user retention and market competition remain to be seen.