e-commerce
Amazon hikes Prime membership fees in US
Mumbai: Amazon has hiked the subscription fees for Prime membership in the US. The announcement was made during the fourth quarter financial results for 2021 held on Thursday. The company has raised annual prices from $119 to $139 and monthly prices from $12.99 to $14.99.
This is Amazon’s first price increase in four years and will go into effect on 18 February. However, the hike does not apply to the Amazon standalone Prime Video option that continues to be offered at $8.99 per month. Recently, the company hiked Prime membership fees in India from Rs 999 to Rs 1499.
When asked whether the company intends to hike prices in other markets, Amazon chief financial officer Brian Olsavsky replied, “We look at the relative price to the customer versus our cost to supply that and the usage and the value that we’re creating for customers. We felt, especially after not raising the price in the United States since 2018 that the time was right to raise it. And we think it’s a much more valuable program today than it was in 2020, let alone 2018. So, other countries, we’ll continue to evaluate every year and nothing else to announce right now.”
In April 2021, Amazon shared that it had about 200 million Prime members worldwide. While in the fourth quarter, the management team at the company did not share an updated guidance on the number of prime users, Olsavsky said, “On the consumer side, we welcomed millions of new Prime members in both the United States and international during the quarter, while continuing to see consistently high member renewal rates across geographies.”
Amazon has tripled its original releases since 2018 and will release its anticipated series ‘The Lord of The Rings: The Rings of Power’ series in September this year. Prime Video debuted 28 local originals internationally including India in the fourth quarter. The OTT platform also saw its strongest viewership for live sports globally during the quarter. Notably, Prime Video made its foray into live sports in India by streaming cricket matches between New Zealand and Bangladesh in the fourth quarter.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
