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 is raising the price of its annual Prime subscriptions from $119 to $139 per year, the company announced along with its earnings report Thursday. The price of a monthly subscription will also increase from $12.99 to $14.99.
mildly negative