Amazon Music Unlimited increased prices to $12.99

A price bump to $12.99 a month just locked Amazon Music Unlimited into a dead heat with Spotify on individual plan rates in the US.

Amazon Music Unlimited's latest rate hike

• Amazon Music Unlimited's US individual tier jumped to $12.99 monthly.
• Prime members catch a slight break at $11.99 per month.
• UK individual subscriptions climbed to £12.99 on the same terms.
• Family plans got bumped to $21.99 in the US and £21.99 in the UK.

Rollout dates for existing subscribers

• New UK customers started paying the updated rate on February 3, 2026.
• Existing UK subscribers get hit on renewals after March 10, 2026.
• US customers see the change kick in on or after March 5, 2026.
• Amazon has cranked up Music Unlimited pricing twice within 12 months.

Spotify's been on a similar tear

• Spotify rolled out price bumps across over 150 markets in the past year.
• Alex Norström flagged solid retention numbers despite the hikes.
• Spotify reported 281 million Premium subscribers as of Q3 2025.
• Its announcement on January 15 preceded Amazon's move by just weeks.

Where Amazon Music sits in the market

• MIDiA pegs Amazon Music as the fourth-largest streamer worldwide.
• Its global subscriber share hovers around 11%, per that same report.
• Excluding China-only Tencent Music, Amazon ranks third overall.
• Prime member discounts remain a key differentiator for the platform.

Premium tiers and licensing deals are heating up

• Spotify launched a Premium Platinum subscription in five markets in November.
• That tier costs over double the standard rate and bundles lossless audio.
• Amazon locked down a fresh worldwide licensing agreement with Warner Music Group.
• Universal Music Group's deal folded in expanded content and fraud-protection upgrades.