Amazon Prime’s Fee Hike Will Stimulate Growth

Many Amazon shareholders fear that the company's decision to hike the price of its Amazon Prime service will lead to many members leaving. However, the extra fee will provide a nice boost to Amazon's bottom line.

Mar 17, 2014 at 1:15PM

Amazon (NASDAQ:AMZN) has already hiked its Amazon Prime fees in the U.K. and Germany, and it might do likewise on its home turf in the US. The price in the U.K. rose from £49 to £79 for a 61% increase, while in Germany the price rose from €29 to €49 for a 69% increase. The giant online retailer might also increase its fee in U.S. from the current $79 to between $99-$119, which would be a 25%-51% hike.

Investors were quick to see red after Amazon made the announcement, which led to a huge sell-off of the shares.

Learning from Costco
If the experience of Costco (NASDAQ:COST) with its membership fee hike is anything to go by, then Amazon investors might have overreacted. Although the leading warehouse retailer has repeatedly hiked its membership fee -- by 13% in 2000, 12% in 2006, and 10% in 2011 -- there is no evidence yet that these price hikes have interfered with its membership program in any way. Its membership count has been increasing 9% per annum, while it has seen same-store revenue growth of 8%.

Mind you, Costco relies heavily on its membership fee to boost its bottom line. It makes close to $3 billion from membership fees every year. Executive members pay $110 in membership fees while regular members pay $55. In return for the higher fees, executive members receive a 2% rebate on their purchases. Executive membership count has been increasing at a faster pace than the growth of regular members. In 2009, executive members made up 33% of Costco's total membership, but that figure had risen to 38% in 2013. In the first quarter of fiscal 2014, 250,000 new executive members joined Costco, which represents 1.4% growth compared to the 1% growth of regular members. Executive members buy considerably more products than regular members do, and they contribute roughly half of Costco's revenue.

Amazon Prime members, on the other hand, get two-day shipping on most of the items they purchase, which amounts to a large discount. They also get access to free streaming media. Even with the considerable fee hike, the benefits of Amazon Prime still outweigh its cost and it's quite unlikely that many members will jump ship when it's finally implemented.

Slowing growth at Amazon
Amazon is still growing much faster than any other large retailer. However, its revenue growth rate has started to slow down. In the third quarter of fiscal 2013, the rate stood at 25%. In the fourth quarter, the rate ticked down 500 basis points to just 20%. 

The company's international markets are mainly to blame for this trend. While its North American market grew revenue 26%, its international markets grew revenue just 13%, which was primarily due to lackluster growth in media revenues. As Amazon expands in emerging economies its revenue growth in those markets is likely to be lower since digital sales and e-commerce are still in their early stages there, unlike the situation in America where these platforms are well-established.

Amazon's Achilles' heel for a long time has been its low EBITDA margin. A low margin makes the company more vulnerable to supply chain disruptions, price fluctuations, and competition. However, the company has seen its margins expand as it continues to aggressively push its high-margin web and cloud businesses.

The Amazon Prime price hike is good but not absolutely necessary
According to Amazon, its decision to increase the price of its Prime service has mainly been precipitated by increasing fuel and shipping costs. However, shipping costs as a percentage of the company's revenue over the last six years, after Amazon introduced the service, peaked in 2011 but fell in 2012 and stabilized in 2013. The decision was smart on Amazon's part, but it was not absolutely necessary.

Prime customers are a lucrative segment for Amazon, and they purchase about 2.5 times as much as regular members. The service has become increasingly popular over the years since customers can purchase in bulk and make substantial savings. Customers should be willing to pay an extra $10 to continue enjoying the service.

Amazon recently added 7,000 titles to its streaming library, thereby taking the total selection to roughly 40,000. Admittedly, that might not be on an equal footing with the library of Netflix, but it still makes for a pretty decent and compelling service. The price hike will be directly additive to Amazon's revenue and it will also provide another much-needed boost to its bottom line.

Foolish takeaway
Contrary to what many investors fear, Amazon Prime customers are unlikely to jump ship due to the price hike. For many, the benefits of the membership still outweigh its costs. The segment contributes 10% of the company's overall revenue, and it is likely to see more growth as Amazon adds more attractive perks to the service.

Is Amazon still one of the Fool's favorite growth stocks?
They said it couldn't be done. But David Gardner has proved them wrong time, and time, and time again with stock returns like 926%, 2,239%, and 4,371%. In fact, just recently one of his favorite stocks became a 100-bagger. And he's ready to do it again. You can uncover his scientific approach to crushing the market and his carefully chosen six picks for ultimate growth instantly, because he's making this premium report free for you today. Click here now for access.

Joseph Gacinga has no position in any stocks mentioned. The Motley Fool recommends Amazon.com, Costco Wholesale, and Netflix. The Motley Fool owns shares of Amazon.com, Costco Wholesale, and Netflix. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

1 Key Step to Get Rich

Our mission at The Motley Fool is to help the world invest better. Whether that’s helping people overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we can help.

Feb 1, 2016 at 4:54PM

To be perfectly clear, this is not a get-rich action that my Foolish colleagues and I came up with. But we wouldn't argue with the approach.

A 2015 Business Insider article titled, "11 websites to bookmark if you want to get rich" rated The Motley Fool as the #1 place online to get smarter about investing.

"The Motley Fool aims to build a strong investment community, which it does by providing a variety of resources: the website, books, a newspaper column, a radio [show], and [newsletters]," wrote (the clearly insightful and talented) money reporter Kathleen Elkins. "This site has something for every type of investor, from basic lessons for beginners to investing commentary on mutual funds, stock sectors, and value for the more advanced."

Our mission at The Motley Fool is to help the world invest better, so it's nice to receive that kind of recognition. It lets us know we're doing our job.

Whether that's helping the entirely uninitiated overcome their fear of stocks all the way to offering clear and successful guidance on complicated-sounding options trades, we want to provide our readers with a boost to the next step on their journey to financial independence.

Articles and beyond

As Business Insider wrote, there are a number of resources available from the Fool for investors of all levels and styles.

In addition to the dozens of free articles we publish every day on our website, I want to highlight two must-see spots in your tour of fool.com.

For the beginning investor

Investing can seem like a Big Deal to those who have yet to buy their first stock. Many investment professionals try to infuse the conversation with jargon in order to deter individual investors from tackling it on their own (and to justify their often sky-high fees).

But the individual investor can beat the market. The real secret to investing is that it doesn't take tons of money, endless hours, or super-secret formulas that only experts possess.

That's why we created a best-selling guide that walks investors-to-be through everything they need to know to get started. And because we're so dedicated to our mission, we've made that available for free.

If you're just starting out (or want to help out someone who is), go to www.fool.com/beginners, drop in your email address, and you'll be able to instantly access the quick-read guide ... for free.

For the listener

Whether it's on the stationary exercise bike or during my daily commute, I spend a lot of time going nowhere. But I've found a way to make that time benefit me.

The Motley Fool offers five podcasts that I refer to as "binge-worthy financial information."

Motley Fool Money features a team of our analysts discussing the week's top business and investing stories, interviews, and an inside look at the stocks on our radar. It's also featured on several dozen radio stations across the country.

The hosts of Motley Fool Answers challenge the conventional wisdom on life's biggest financial issues to reveal what you really need to know to make smart money moves.

David Gardner, co-founder of The Motley Fool, is among the most respected and trusted sources on investing. And he's the host of Rule Breaker Investing, in which he shares his insights into today's most innovative and disruptive companies ... and how to profit from them.

Market Foolery is our daily look at stocks in the news, as well as the top business and investing stories.

And Industry Focus offers a deeper dive into a specific industry and the stories making headlines. Healthcare, technology, energy, consumer goods, and other industries take turns in the spotlight.

They're all informative, entertaining, and eminently listenable ... and I don't say that simply because the hosts all sit within a Nerf-gun shot of my desk. Rule Breaker Investing and Answers contain timeless advice, so you might want to go back to the beginning with those. The other three take their cues from the market, so you'll want to listen to the most recent first. All are available at www.fool.com/podcasts.

But wait, there's more

The book and the podcasts – both free ... both awesome – also come with an ongoing benefit. If you download the book, or if you enter your email address in the magical box at the podcasts page, you'll get ongoing market coverage sent straight to your inbox.

Investor Insights is valuable and enjoyable coverage of everything from macroeconomic events to investing strategies to our analyst's travels around the world to find the next big thing. Also free.

Get the book. Listen to a podcast. Sign up for Investor Insights. I'm not saying that any of those things will make you rich ... but Business Insider seems to think so.


Compare Brokers