Amazon has charged an annual fee of $139 for its Prime membership in the U.S. since 2022. Before that, it cost $119 a year. Setting a higher price for it next year would be “consistent with its cadence of raising the price every ~4 years,” the J.P.Morgan research note said.

BoA analysts suggest the longer shopping event reflects improvements in Amazon's robotics, AI, and inventory placement efforts. The company has been growing its suite of AI-powered shopping tools, including Alexa+ savings trackers, personalized deal notifications, and virtual assistant Rufus.