While Amazon Prime boasts over 200 million members worldwide, according to Statista, many consumers are questioning whether the service's rising costs justify its benefits. At $139 per year or $14.99 monthly, Prime's subscription fee has some members reconsidering their loyalty — especially as competitors offer compelling alternatives.
Gone are the days when Amazon Prime was the only game in town for fast, free shipping and streaming entertainment. The market has evolved, and there are now several robust alternatives that might better suit your needs and budget.
Let's unpack whether Prime still deserves its crown in the age of rising subscription costs and growing competition, and if you decide it is king, how you can save money on Amazon moving forward.
Understanding Amazon Prime in 2024
Amazon Prime has evolved significantly since its launch, transforming from a simple shipping service into a complex ecosystem of benefits. However, recent changes have left many questioning its value proposition. Here's what Amazon Prime offers today and examine where it might fall short.
What you get with Amazon Prime
The cornerstone of Prime remains its shipping benefits. Members enjoy free two-day shipping on millions of items, with same-day and one-day delivery available in select areas. But shipping is just the beginning of what's become a vast bundle of services.
Category | Benefits | Limitations |
📦 Shipping | • Free two-day shipping • Same-day/one-day options | • Not all items eligible • Inconsistent delivery times |
🎬 Entertainment | • Prime Video • Amazon Music Prime • Prime Gaming | • $2.99/mo for ad-free streaming • Basic music features |
📱 Extra Perks | • Unlimited photo storage • Grubhub+ membership • Prime Reading • Whole Foods discounts | • Many benefits go unused • Complex cancellation process |
💰 Cost | • Early access to deals • Save on shipping fees | $139 annual fee |
💡 Quick tip: Audit your Prime usage by checking your order history and streaming habits for the past 3 months to see if you're really maximizing these benefits.
Top alternatives to Amazon Prime
Here are some of the best options to hop to if you're thinking of ditching prime, in no particular order:
1. Walmart+: The closest Prime competitor
Walmart+ offers a compelling package at $98 annually, making it $41 cheaper than Prime when you commit to a year. If you prefer to pay monthly, it costs $12.95 per month for a total of $155.40 per year. Walmart+ has become a serious contender, especially for frequent grocery shoppers.
What's Great | What's Not |
✅ $41 cheaper than Prime | ❌ Smaller product selection |
✅ Free grocery delivery | ❌ Limited streaming options |
✅ 10¢ off per gallon fuel | ❌ Fewer digital perks |
✅ Paramount+ included | ❌ Inconsistent delivery |
✅ Mobile scan & go | ❌ Service varies by location |
Do you shop Walmart online? Check out these Walmart promo codes to save on your next order.
2. Target Circle 360: Premium delivery membership
Target Circle 360 offers same-day delivery perks and exclusive benefits for $99 annually or $10.99 monthly, positioning itself as a strong alternative for frequent Target shoppers who value quick delivery.
What's Great | What's Not |
✅ Unlimited same-day delivery | ❌ $35 minimum for free delivery |
✅ Free 2-day shipping | ❌ Limited to Target purchases |
✅ Access to Shipt Marketplace | ❌ Pricier than base Target Circle |
✅ Extended 30-day returns | ❌ Some exclusions apply |
✅ Automatic deals at checkout | ❌ Not all items eligible for delivery |
Looking to save at Target? Check out these Target promo codes for your next purchase.
3. Best Buy Total: Tech support powerhouse
For tech enthusiasts and frequent electronics buyers, Best Buy's Total premium membership program offers comprehensive support and services. While pricier than Prime, it provides hands-on tech support that Amazon can't match.
What's Great | What's Not |
✅ Unlimited tech support | ❌ Expensive ($199/year) |
✅ Discounted installations | ❌ Limited value if rarely used |
✅ Extended returns | ❌ Recent benefit reductions |
✅ Early product access | ❌ Best Buy purchases only |
✅ AppleCare discounts | ❌ Extra service fees apply |
Need better deals on electronics? Check out these Best Buy promo codes for that next big buy.
4. Streaming alternatives: Entertainment focus
If Prime Video is the main reason you’re a prime member, dedicated streaming services might offer better value. With the rise of quality streaming options, there's no shortage of alternatives for your entertainment needs, such as: Paramount+, Netflix, Hulu, Peacock, Apple TV+, Max, Disney+, and more.
What's Great | What's Not |
✅ Lower individual cost | ❌ Multiple services needed |
✅ Focused content libraries | ❌ No shopping benefits |
✅ Bundle options available | ❌ Costs can add up |
✅ Regular content updates | ❌ Varying ad policies |
✅ Better original shows | ❌ Frequent price increases |
💡 Quick Decision Helper:
🛒 Best for groceries → Walmart+
🎯 Regular Target shopper → Target Circle 360
💻 Tech purchases → Best Buy Total
📺 Just streaming → Dedicated services
While Prime offers an impressive array of services, the best alternative depends on your specific shopping habits and entertainment needs. Consider starting with a one-month break from Prime to test your chosen alternative before making a final decision.
Save more using these services with promo codes
Service | Find Codes |
Amazon | |
Walmart | |
Target | |
Best Buy |
Or search your favorite store here to get discount codes for your next major retailer purchase now.
Cost-benefit analysis: Breaking down the numbers
Understanding the true value of these services requires looking beyond the sticker price. Let's analyze the costs and potential savings to help you make an informed decision based on your specific needs.
Annual membership costs compared
Service | Annual Cost | Monthly Option | Notable Extras |
Amazon Prime | $139 | $14.99 ($179.88/year) | +$2.99/mo for ad-free streaming |
Walmart+ | $98 | $12.95 ($155.40/year) | Includes Paramount+ |
Target Circle 360 | $99 | $10.99 ($131.88/year) | Includes Shipt Marketplace |
Best Buy Total | $199 | N/A | Includes tech support |
Urban vs. rural consumers
Your location significantly impacts which Prime alternative will work best for you. Here's what different shoppers should keep in mind:
Urban users benefit from:
Same-day delivery options
Grocery delivery services
Multiple pickup locations
While city dwellers enjoy extensive service coverage and quick delivery options, the experience can be quite different for those outside metropolitan areas.
Rural users should consider:
Service availability in their area
Delivery speed limitations
Local store presence
Example scenarios
Let's look at real-world examples of how different households can maximize their savings with Prime alternatives:
Suburban family of four
Monthly grocery delivery: $180 saved
Fuel savings: $15-20/month
Streaming usage: 60+ hours/month Best option: Walmart+ ($98/year) saves approximately $2,400 annually
Urban professional
Frequent online shopping
Limited grocery delivery
Heavy streaming usage Best option: Amazon Prime or Target Circle 360 + separate streaming service
Rural household
Limited delivery options
Regular store visits
Significant fuel usage Best option: Walmart+ for fuel savings and in-store benefits
Hidden costs to consider
When evaluating services, watch for these hidden costs:
Streaming upgrade fees (like Prime Video's new $2.99 ad-free fee)
Minimum purchase requirements
Delivery fees for items outside membership coverage
Price increases
Maximizing value
Many members pay for services they rarely use or miss out on valuable perks simply because they don't track their usage. Here's how to ensure you're maximizing your investment:
Track your usage
Monitor monthly orders
Calculate actual shipping savings
Track streaming hours
Document fuel savings
Consider combinations
Use a promo code site to add discounts to your orders
Combine Walmart+ with entertainment subscriptions
Utilize special pricing
Student discounts (Prime offers half-price membership)
Government assistance programs
Military discounts
Family sharing options
Remember, the best value comes from choosing services that align with your actual usage patterns rather than potential benefits you're unlikely to use.
Making your decision: Is Amazon Prime worth it in 2024?
After analyzing the features, costs, and real user experiences of Amazon Prime and its alternatives, the answer to "Is Prime worth it?" comes down to your specific needs and shopping habits. Here's how to make your decision:
Amazon Prime might still be your best choice if:
You order online frequently enough to offset shipping costs
You actively use multiple Prime benefits (shopping, streaming, gaming)
You value the convenience of an all-in-one service
You're deeply integrated into the Amazon ecosystem (Kindle, Echo devices)
Consider alternatives if:
You primarily use Prime for just one feature (like shipping or streaming)
Your main expenses are groceries and household essentials (consider Walmart+)
You're looking to reduce monthly subscription costs
You shop regularly at specific retailers (Target Circle 360 might be better)
The bottom line
Remember that you're not limited to a single solution – combining services (like Walmart+ for groceries with a standalone streaming service) might provide better value than Prime's all-in-one approach.
Take advantage of free trials, calculate your actual usage, save more by using discounts on trusted promo code sites, and don't be afraid to experiment with alternatives. The best choice is the one that aligns with your shopping habits, budget, and priorities – not necessarily the service with the most features.
