What is the sentiment of this news? Please choose an answer from {strong negative/moderately negative/mildly negative/neutral/mildly positive/moderately positive/strong positive}.

Amazon.com Inc announced a 17% increase in the price of Prime, its fast shipping and media service, for US customers, following a rise in wage and transport costs. The ecommerce giant said the annual fee for a Prime membership in the US will go up to US$139 from US$119, the first price rise since 2018.
mildly negative