Amazon Charges Non-Prime Members More at Physical Bookstores, Hinting at New Retail Strategy

Cashiers at Amazon’s physical bookstores now ask each customer the same question: Are you a Prime member?

That’s because Amazon recently implemented a new pricing structure at its bookstores that could signal a broader strategy for the company’s brick-and-mortar retail expansion.

At the Amazon bookstore in Seattle’s University Village, Prime members who pay $99 for an annual membership — or $10.99 per month — can purchase books and other items at the same price that they sell for on Amazon.com.

However, if you’re not a Prime member, you pay the list price.