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Amazon announced today it will increase the cost of its Prime service by $20, to $99 per year. Amazon Prime includes free two-day shipping of many items, unlimited video streaming on Prime Instant Video, and one free ebook borrowing per month.

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In the ongoing war for your money, Google is reported to have been subtly building an alternative to Amazon Prime. Reportedly named “Google Shopping Express”, the service will be offered at $64-69 annually, making it about $15 cheaper than Amazon Prime. So far, so good!