Ilya Pozin is the founder of_Open Me and_Ciplex, and is a columnist for Inc, Forbes and LinkedIn. The Internet has been buzzing about Amazon Prime’s recent price hike. The service went from $79 to $99 for a year’s subscription. These $20 dollars sparked a lot of anger, irritation, and backlash among Prime customers unhappy about paying more for the site’s service. At some point in their run, most businesses, whether a giant company like Amazon or a small-scale startup, will need to raise prices. In an ideal world, you could always keep prices flat and customers happy. In the real...

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