Consumers Say No to a Higher Priced Amazon Prime (Update 1)

This story has been updated from 9:36 am EST to include an infographic and additional information at the bottom.

NEW YORK (TheStreet) - Roughly 70% of people say that they don't think Amazon Prime, the free two-day membership shipping service from Amazon (AMZN) is worth it at a higher price.

According to a nationwide telephone survey conducted for TheStreet by GfK, 70.1% of respondents said no when asked if they thought the service was worth having at a higher price, regardless of whether they currently use it.

The survey polled roughly 1,006 random respondents between Jan. 31, 2014 and Feb. 2, 2014. Just 13% of the sampling currently subscribed to Prime.

Amazon said last week that it was considering raising the price of the nine-year-old service to $99 to $119 from its current $79 on its fourth-quarter earnings call. Amazon Prime also offers members unlimited instant streaming of movies and TV shows, books through the Kindle library and special offers.

The price hike would be the first since launching the service. CFO Tom Szkutak blamed rising fuel and shipping costs combined with the fact that more customers are using the service these days. He did not give an exact time on when.

"Even as fuel and transportation cost have increased, the $79 price has remained the same. We know that customers love Prime as the usage of the shipping benefit has increased dramatically since launch. On a per customer basis, Prime members are ordering more items across more categories with free two-day shipping than ever before," Szkutak said on the call.

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