Martin Lewis has issued a warning to everyone using Amazon to shop amid a raft of changes to their online accounts.
The Money Saving Expert issued the statement as the online retailer this week revealed a price hike on its memberships.
Taking to social media, he warned people to expect changes in their monthly bills while coming up with an alternative way to beat the rise.
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Issuing his urgent message, he said: "The monthly membership price increases from £7.99 to £8.99, and annual membership from £79 to £95.
"If you currently pay monthly, and want to keep it, if you can afford to switch to annual now, to get next year at £79."
The price increase is set to come into force from September 15 and is due to "increased inflation and operating costs."
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A spokeswoman for the company said: “Prime offers the best of shopping and entertainment, and continues to improve each year.
“We have increased the number of products available with fast, unlimited Prime delivery, recently added ultra-fast fresh grocery delivery, and have significantly expanded our high-quality digital entertainment, including TV, movies, music, games, and books.
“With increased inflation and operating costs in the UK continuing to rise, we will change the price of Prime.”
Amazon has pumped billions of pounds into its streaming content in recent years, with original series such as The Boys and The Terminal List.
In September, the Prime Video platform will release The Lord Of The Rings: The Rings Of Power series, which cost an estimated £750 million in rights and filming costs.
The company is also investing millions into sports rights, having earlier this month secured the rights to show some Champions League matches from 2024, adding to its rights for 20 Premier League games each season.
The Prime price increase is the service’s first since 2014.
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