I don't think that's the case at all. I talk about this frequently with friends and NO ONE is trading in their prime account. You get too much bang for your buck with streaming, shipping and deals. Trust me, a few of my friends are dirt poor and should probably focus on their necessary bills instead. Now Netflix, that's a different story. Especially after Cuties and all the social movement stuff (BLM/LGBTQ+) people are dropping it more frequently compared to Amazon prime. Not saying it's right or I agree with their choices (not debating), but it's simply a fact that I've personally observed. The reason I bring it up is because I know a few people who are very much AGAINST those movements, and even then when Amazon was really pushing it all they never opted out of their prime membership.

My advice, LONG calls on Amazon. Once the economy levels out and we see growth again, that shit'll bounce up pretty high. Maybe not covid high for a while, but I could see a 25-50% from current levels easily.