Starting February 18, Amazon will be increasing the price of their Prime Membership to $139. You can buy Prime Gift Membership 12 Months for $119 now and renew your membership once it expires. To do this, make sure you cancel auto-renew on your current membership and renew it with gift after it expires. If you still have a grandfathered Prime account that allows for multiple people, you CAN NOT use this to renew or else you will losing grandfathered account.