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 increased its Prime membership fees in March 2014, in April 2018, and again in February 2022. This steady pace of hikes in Prime membership fees shows the confidence of the management in retaining customer loyalty and keeping the churn rate low.
moderately positive