[hullo]

Completely deliberate. As others pointed out, they've already been doing it, on less popular products that caused no backlash. It's there in the article up top, pre roll-back:

UPDATE: Amazon has provided VideoGamer.com with the following statement in response to this story:

"One of the many benefits of Amazon Prime is access to exclusive selection on a number of great products. Customers who are not Prime members can sign-up for a 30-day free trial of Amazon Prime, or they can purchase those items from a Marketplace seller."

[tamana]

For a company that calls itself "The Everything Store", becoming the "Everything except if we think we can squeeze you for more money" is going to push people into the waiting arms of Walmart and Jet and Google Shopping intermediary.

Costco charges everyone $50/year. If Amazon wants to do that, just drop the non-Prime offering entirely, give everyone a 1 year free trial, and stop the nonsense games.

[eva1984]

You still can buy from 3rd party though, but no free delivery from Amazon.