Suddenly, buying a $10 Blu-ray requires you buy a $100 Prime subscription to go with it. And customers have found that usually, Target or Best Buy's websites offer the same products at the same price with free shipping... without Prime.
Here's a thread with 248 people complaining, and Amazon definitely not caring: http://www.amazon.com/forum/amazon/ref=cm_cd_pg_oldest?_enco...
Amazon is very quickly turning into the online version of Costco, and I think they've decided they're okay with that.