The Submo Membership Price Index

The index tracks the published US list fee for one named membership per provider, at the cadence the provider sells it. Amazon Prime, Walmart+, Costco and Sam's Club are annual; Uber One and DashPass are monthly. Where a provider sells both, the series follows the annual fee, because that is the one the company announces and the one coverage reports.

A membership with a single documented point has not had a price change we can cite, not a gap in the data. Walmart+, Uber One and DashPass have each charged the same headline fee since launch, which is why their lines are flat rather than short.

Costco and Sam's Club are tracked but excluded from the basket. A warehouse club is a different kind of purchase from a delivery pass, and folding a store membership into a shipping total would make the headline number describe a household nobody in particular resembles.

Prices are recorded in the month they took effect for new subscribers. Existing subscribers are typically moved one to two billing cycles later, so an individual bill may lag the series by a month or two.

Every price point cites the report that documented the change. When a report states a new price “up from $X”, or dates the previous increase, we treat that article as a record of the earlier point as well. Nothing is interpolated: a service holds its last documented price until the next documented change, which is why the chart steps rather than slopes.

It is based at December 2021, the first full month after Uber One launched and therefore the first month all four memberships existed. Annual fees are divided by twelve so they can sit alongside the monthly ones.

This measures headline fees, not what the memberships cost to use. Several of these providers have raised service fees, delivery minimums and small-order charges while leaving the membership price alone, so a flat line here is not the same as flat spending.

It also ignores the discounted tiers that a large share of members actually hold: student rates, EBT and Medicaid pricing on Prime, promotional first years, and annual plans bought during launch sales. Those are real prices, but they are not list prices.

It is US-only, and it contains no Submo user data of any kind. Every number on this page comes from public reporting, and can be checked against the sources below.