How much do customers value Amazon (s AMZN) Prime — and which of its perks are most important to them? Two recent surveys offer some answers.

During Amazon’s most recent earnings call, CFO Tom Szkutak revealed that the company is considering raising the price of Prime, which offers unlimited two-day shipping, streaming video and other perks for $79 per year. “With the increased cost of fuel and transportation as well as the increased usage among Prime members, we’re considering increasing the price of Prime between $20 to $40 in the U.S.,” Szkutak said.

Obviously, Prime subscribers don’t want to pay more for the service. But will they, if they have to? The surveys — one from UBS, the other from deal-sharing site Slickdeals — claim the answer is no.

UBS’s survey of 300 Amazon customers, which analyst Eric Sheridan described in an investor note Wednesday, was conducted with securities…