My social feeds are blowing up this morning with mentions of Amazon's announcement about changes to Prime membership options.

Currently - or rather, until this announcement - the only option for Prime was an annual fee for an all-encompassing package, which included free two day shipping, unlimited streaming of Prime shows, photo storage, some free monthly Kindle books, Prime music access, etc.

As of last night, there are multiple options for membership. Rather than just an annual fee, you can now purchase their TV streaming service for $8.99 a month, or subscribe to Prime on a monthly basis for $10.99.

In a world of Hulu Plus and Netflix, this seemed inevitable. And for two bucks more a month you get all the shipping and other benefits Prime offers?

Smart, smart, smart.

TechCrunch has a good write-up on it today, which you can find here.

Coincidentally, I was recently reading this article from Money that came out on Thursday, discussing who subscribes to Amazon. Some of the figures that staggered me:

- More than 50% of American households are Prime subscribers; up from ~35% about two years ago.

- In households that earn more than $112k a year, that figure rises to more than 70%!

I can't wait to see how the numbers change with these new membership options.

Are you taking advantage of these new subscription options?