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Shipping orders go by on a conveyor belt at Amazon's San Bernardino Fulfillment Center October 29, 2013 in San Bernardino, California. - 

Amazon has decided that just being the biggest seller of stuff online isn't enough -- they've got to make a profit, too.

 

The company announced this morning in what seems like a long-awaited move that its $79 dollar Amazon Prime service will henceforth be its $99 Amazon Prime Service.

 

The phrase here is "loss leader." Even at $99, Prime is a bargain for shoppers. And it works out well for Amazon, too. One estimate has Prime customers spending $1,340 bucks a year on the site.

Follow Kai Ryssdal at @kairyssdal