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.