Amazon is tightening the purse strings again, raising prices for Music Unlimited subscriptions. This latest increase impacts Prime members and family plan users, as originally spotted by The Hollywood Reporter. The Amazon Music Unlimited Individual Plan for Prime members is going up from $9 to $10 per month, or $89 to $99 per year. The Amazon Music Unlimited Family Plan is shooting up from $16 to $17 per month, or $159 to $169 per year.

These rates begin immediately for new subscribers, but pre-existing customers have a grace period until September 19 before they kick in. As for the why, Amazon magnanimously stated that the price hikes will help bring “even more content and features.” Aw, shucks. You shouldn’t have.