i'm jackie deangis. >>> amazon is hiking the price of one of its most important serves, its prime membership. it appears that people are willing to pay up for wt's become one of the driving forces behind amazon's dominance. deidre bosa has more. >> jennifer greco has been an amazon prime member for two years. she uses the t service aboutce a week. >> i use it for everything, like from books to health products to displays. it has everything i need and i get it right away. upcoming e says the price hike for her prime membership won't stop her from subscribing. >> honestly, considering that most of the time i don't even get charged for shipping, it's really not a bad erdeal. >> o reactions were a little more mixed. >> because i abuse i so much, it's not as big of a deal because i know i'll get my worth out of it. >> that's like $20 more than last year. >> this is not tim first they have done this to me, but i'll eat it. i'll eat the cost because i'm so addicted to my amazon prime. >> annual primemberships will soon cost $119. that's a 20% increase from the current $99. it goes into 1 effect may