The sticker price hasn’t moved since mid-2023, yet plenty of Australian households now pay more for Prime than they did two years ago — because the ad-free version of Prime Video became a separate charge. Add a Federal Court case from the ACCC, regional delivery that varies by postcode, and a free trial that quietly rolls into a paid plan, and the “is Prime worth it?” question has a different answer for almost every household. This guide works through it situation by situation.
Key Takeaways
The questions we see Australian shoppers ask most, answered in a line or two each.
Has the price of Prime gone up again?
The membership itself hasn’t changed since 2023 — still $9.99 monthly or $79 yearly. What changed is that ad-free Prime Video now costs $2.99 a month extra.
Can I subscribe to Prime Video on its own?
No. In Australia, Prime Video comes only as part of a full Prime membership, so you pay for delivery and the other perks whether you use them or not.
I’m on the annual plan — does that cover ad-free?
No. Annual members who want ad-free streaming pay the $2.99 add-on every month on top of the $79 they’ve already paid.
Why is the ACCC suing Amazon?
The regulator alleges Amazon’s Prime contracts contained unfair terms that let it introduce ads mid-subscription without offering annual members a refund. The case is before the Federal Court and has not been decided.
Do I need to sign up somewhere to be part of the ACCC case?
No. This is a regulator’s case, not a class action you join. Treat any email or text asking you to “claim your Prime refund” with suspicion.
Will paying for ad-free remove ads from live cricket?
Not necessarily. Amazon has said some content, including live sport, can still carry ads even on the ad-free option.
Does free delivery work everywhere in Australia?
Free delivery applies to Prime-eligible items, but delivery speed depends on your postcode. Regional and remote addresses generally wait longer than capital-city addresses.
What happens when the free trial ends?
It converts to a paid membership automatically. Set a reminder a few days before day 30 if you’re only trialling it for a sale or a show.
What a Year of Prime Actually Costs
Monthly figures make Prime look cheap. Annualised, the gap between the four ways to pay is wider than most people expect.
We found that the single biggest saving has nothing to do with ads: switching from monthly to annual billing cuts about $41 a year. Paying to remove ads on a monthly plan nearly doubles the cost compared with the cheapest option. If you only watch Prime Video in short bursts — one series, one tournament — the monthly plan you switch on and off can still beat the annual plan.
How Prime pricing got here
2018
Prime launches in Australia at $6.99 a month or $59 a year
Free two-business-day delivery on eligible items for most capital-city and major regional addresses, plus Prime Video.
Mid-2023
First price rise: $9.99 monthly, $79 yearly
New members paid the higher rate first; existing members moved across at their next renewal.
July 2024
Ads arrive on Prime Video; ad-free becomes a $2.99 monthly add-on
The add-on applied to annual members too, including those who had already paid upfront for a year.
Mid-2026
ACCC files Federal Court proceedings over Prime contract terms
The regulator is seeking declarations, penalties and redress for consumers. Amazon has said it is reviewing the claim.
Is Prime Worth It for Your Household?
Delivery savings are the part of Prime you can actually measure. Enter your own numbers — we’ve left the delivery fee editable because what you’d pay without Prime depends on the item, the seller and your postcode.
🧮 Prime break-even check
Only counts delivery. Streaming, music and reading perks are extra value on top, but only if you’d otherwise pay for something similar. Orders that already qualify for free delivery without Prime shouldn’t be counted.
Every Way to Pay for Prime, Compared
All options include the same delivery benefits. The difference is billing and whether Prime Video shows ads.
| Option | You pay | Effective per month | Ads on Prime Video | Best for |
|---|---|---|---|---|
| Free trial | $0 for 30 days | $0 | Yes | First-timers testing delivery to their postcode |
| Monthly, with ads | $9.99 each month | $9.99 | Yes | On-and-off streamers; sale-season shoppers |
| Monthly + ad-free | $9.99 + $2.99 each month | ≈$12.98 | Mostly no | Short binge periods where ads would grate |
| Annual, with ads | $79 upfront | ≈$6.58 | Yes | Regular Amazon shoppers — the cheapest route |
| Annual + ad-free | $79 upfront + $2.99 monthly | ≈$9.57 | Mostly no | Year-round viewers who shop often |
The ACCC’s Case Against Amazon — What It Means for You
⚖️ What the regulator alleges
The ACCC has taken Amazon’s Australian business to the Federal Court, alleging its annual Prime contracts contained five unfair terms between November 2023 and August 2025. According to the ACCC, those terms let Amazon make changes that left subscribers worse off mid-contract without any remedy, and at least one was relied on when ads were switched on in July 2024. The regulator says more than a million annual subscribers were covered by those contracts, and it also alleges Amazon’s US arm was involved in drafting the terms and in the global decision to add ads.
The ACCC isn’t arguing that streaming services can’t run ads. Its argument is about timing and fairness: people who paid $79 upfront for a year they understood to be ad-free were then asked to pay more to keep that experience. Amazon has said it is reviewing the case. Nothing has been decided, and no outcome — penalty or refund — is guaranteed.
🛡️ If you were an annual member when ads arrived
There’s nothing to register for right now. What helps is keeping your own paper trail: the confirmation email for your annual payment, any Amazon emails about the July 2024 change, and receipts for the $2.99 add-on if you paid it. These are all in your Amazon account and email, but they’re much easier to find now than in a year or two.
Watch for scams. High-profile cases attract fake “Prime refund” messages asking you to log in or confirm card details. The ACCC publishes case updates on its own website, and Amazon won’t ask for your password by email or SMS.
Which Choice Fits Your Situation
The right call changes depending on where you live, what you watch and how often you shop.
📺 “I really only want Prime Video”
Australia doesn’t sell Prime Video separately, so you’re paying for the whole bundle. If streaming is the only draw, the monthly plan you cancel between shows is usually cheaper than a year you half-use. When we went through the account settings, the ad-free option sat in the Prime Video settings as a separate add-on rather than as a plan choice at sign-up — so you can add it for one series and drop it afterwards. Prime Video Channels (extra services bought inside the app) are billed on top of Prime.
🏏 “I’m here for the cricket”
Prime Video holds the Australian rights to ICC events through to the end of 2027, so world cups and other ICC tournaments sit behind a Prime membership. Amazon has also made some women’s ICC tournaments free to watch with just an Amazon account — no Prime needed — so check that before you pay. Live sport can still carry ads even if you’ve bought the ad-free add-on, which makes the $2.99 a weaker deal for viewers who mostly watch sport.
🚚 “I live regional or remote”
Free Prime delivery has no minimum spend, but only on Prime-eligible items, and the speed depends heavily on your postcode. Capital cities and some larger regional centres get the fastest promises; rural addresses can wait several days. Before paying for a year, use the free trial and look at the delivery date the checkout gives your exact address on the things you’d normally buy. That date — not the marketing — is what you’re paying for.
🛍️ “I only want Prime for the big sales”
Australia’s main Prime sales now run for about a week each: Prime Day in July and Prime Big Deal Days around late September into early October. Black Friday and Cyber Monday follow in late November, and most of those deals don’t require Prime. A practical approach is starting the free trial (or one paid month) a few days before a members-only sale, then cancelling once your orders arrive and any return windows you care about are underway.
✂️ “I want to cancel — or make sure I’m not auto-renewed”
Prime renews automatically, including when a free trial ends. You can end it from the Prime section of your Amazon account; read the final screen before confirming, because it tells you when your benefits stop. If you’re on a tight budget, turning Prime on only in the months you need it is a legitimate strategy, not a loophole — the monthly plan exists for exactly that.
Who to Contact
📞 Help with billing, refunds or the ACCC case
Start with Amazon for anything about your own account or charges. If a dispute goes nowhere, your state or territory fair trading office can help, and the ACCC takes reports about business conduct (it doesn’t resolve individual disputes).
Prices are in Australian dollars and reflect Amazon’s published Australian rates at the time of review. Amazon can change prices, benefits and delivery coverage, so confirm details on amazon.com.au before you subscribe or cancel. Information about the ACCC proceedings describes allegations only; the court has not made findings. This page is general information, not legal or financial advice, and is not affiliated with Amazon.
Key sources: ACCC · Amazon.com.au · Cricket Australia