Bobbi - the price has recently gone up on Prime. I've had it a couple years and have paid $79/yr and it has definitely been worth it for me. I borrow kindle books free, get free shipping and better prices on much of my shopping and I buy frequently from amazon. Guess it depends on how often you shop there and whether you buy the Prime products. Not all my hard copy books qualify since I buy many second hand, but I don't buy as many of them any more because I have so many and also because of reading on my kindle and iPad. Even I don't like the cost increase, I will probably renew it.