Annual membership will now cost $139.

Amazon announced yesterday that the price of Prime memberships will be going up. Annual memberships will be increasing from $119 per year to $139 per year, while monthly memberships will be increasing from from $12.99 a month to $14.99 a month.

Business analysts suspect that the price hike is due to general rises in prices on goods and services in the United States, as well as Amazon’s own increased labor force and boosted wages. Amazon has promised that along with the price hike will come some expanded Prime services, including improved same and next-day shipping, more content on Amazon Prime Video, and expanded grocery and pharmacy delivery.

“Amazon is facing much higher costs and is still investing heavily in Prime, so there is a real justification for hiking fees,” Neil Saunders, managing director of research firm GlobalData, told USA TODAY. “While no one likes to pay more, Prime remains a very attractive, good value for money program which most members use extensively.”

“Amazon will have done the math on this and their view will be that they have more to gain than lose from this move,” Saunders added, noting that he does not believe Amazon will suffer a particular high number of subscription losses from the hike.

The hike is slated to go into effect starting on February 18 for new members and on the next date of renewal after March 25 for current members.