Amazon Prime is challenging Netflix, rolling out its new monthly subscription offers and making Prime Video its own subscription for the first time Subscribers will have the choice of paying Prime’s $99 annual fee upfront or month-to-month for $10.99 For $8.99 a month, customers can access Amazon Prime Video’s library of movies and TV shows Existing customers had their subscription grandfathered in at $7.99, but that price guarantee expires next month