If you are subscribing to Amazon Prime month-by-month, Amazon has some bad news for you. Starting today, the price for a monthly subscription rises from $10.99 each month to $12.99. Roughly an 18 percent increase in cost, this shift will likely encourage more users to either cancel or sign up for the yearly service (which is unchanged at $99 a year).

Conceptually, the monthly subscription plan was a way for Amazon to reach families that simply didn’t need Amazon Prime more than the holiday shopping season. This price increase will also impact college students that subscribe monthly, raising that cost from $5.49 each month to $6.49.

This price shift will not impact lower income customers on government assistance. Using a valid Electronic Benefits Transfer (EBT) card, those customers can still subscribe to Prime at a cost of $5.99 a month. It also doesn’t impact customers who only want a Prime Video membership (which doesn’t include any shipping benefits). That cost remains unchanged at $8.99 each month.

Of course, the yearly fee remains the most cost effective way for a regular consumer to subscribe to Amazon Prime. At $99 a year, that cost breaks down to roughly $8.25 per month. You can also share the membership with someone else in your household as well as kids (for streaming video access). You can read about more benefits in our breakdown here.

Amazon raises the price of Prime to $12.99 a month

Rolled out within the last couple weeks, Amazon is adding onto the existing set of Prime perks offered by the online retail giant. Most recently, Amazon added the Prime Reading section; a subset of books and magazines that can be read for free.

The collection of titles is roughly over 1,000 and will continue to be rotated out with new reading material from month to month. To access the content, you will have to utilize the Kindle app for iOS or Android. You can also read the material on Amazon’s line of Kindle e-readers and Fire tablets.

This is a separate perk from the Kindle Lending Library, which allows Kindle owners to check-out one book per month from a larger collection of titles. It’s also separate from the Kindle Unlimited e-book subscription service; a $10-per-month option that is like a Netflix for books.

During late September, Amazon launched a new perk for the gaming community. Twitch Prime is a new service that can be joined once you link your Twitch account to your Prime account. Amazon will remove all ads from Twitch and give you a free channel subscription ever 30 days.

On top of that, Twitch users will get exclusive emotes and more chat colors when using the service. Amazon is also include in-game loot for specific games as well as early access to some titles, another add-on if you have any interest in those specific games.

Related: 30 Amazon Hacks & Prime Perks That Will Save You Time & Money

New Amazon Prime Perks: Free e-books & Twitch streaming perks