Characterize the news's sentiment using the following options.
Options: negative, positive

Amazon.com Inc (NASDAQ:AMZN) said it will increase the cost of its Prime membership for UK customers from the middle of September due to inflation and higher operating costs. “As of 15 September 2022, the price of the monthly Prime membership will increase from £7.99 to £8.99, and the price of the annual Prime membership will increase from £79 to £95,” it said in an email to its Prime members.
negative