Consumers noticed the Amazon Prime price hike

|By:, SA News Editor

A measure of Amazon's (AMZN +0.8%) brand loyalty with consumers fell sharply after the company hiked the annual price of an Amazon Prime membership.

A Brand Keys survey saw Amazon drop to a 83 rating after sitting at an industry-high 93 just a few weeks ago.

Some retail watchers think Amazon may have under-estimated what the reaction would be to the new $99 price for Prime.