We live in a rural village far from the big city. There's a WalMart about half that distance in the opposite direction. When we need something, if we don't have it, it's a long way to start the hunt for whatever 'it' is. The closer shopping venue is 4 gallons of gasoline away, round trip. The 'big city's around gallons round trip. That means one extra trip a month costs between $10 and $17. Amazon prime is $9.99 a month, shipping is free on most items and 'it' usually arrives on our doorstep within 48 hours. We also use a Roku to take advantage of the Amazon Prime video offerings. Both Dear Husband and I have Kindle readers installed on our tablets, so take advantage of the free books on Prime, all for the cost of one unplanned trip to town.
I've spoken with people here in town who think Prime is too expensive. Maybe they have a better crystal ball than we do. Until we better calibrate ours, I'll keep on with Prime.