I can see someone else complete by having a competitive prime product equivalent for half the cost and remove unnecessary services. When I think about pricing its not very obvious to tack the $99 fee onto individual orders but you should since you're paying for it(I used to order 50+ times year from amazon and now its down to about 10-15 so it's harder to justify). Also, I rarely use other prime free products.

I'd be willing to move to Walmart or Google Express if they have a good selection and lower minimums + decent shipping times in return for a small yearly membership. I can still use amazon for larger purchases or pay a small premium for shipping as needed.