You can now pay for Amazon Prime month by month, with or without shipping.

Starting today, the company is launching two new subscription plans: a monthly Prime membership plan for $10.99 and a monthly Prime Video membership plan for $8.99. Neither subscription requires an annual commitment.

The monthly Prime plan will include all of the same benefits you'd normally get with an annual Prime plan, including two-day free shipping. The Prime Video membership doesn't include the free shipping, but includes all of Prime's video content.

For Amazon, monthly rates are a big change. The company has long offered its annual Prime membership plan for $99. Though the company doesn't release specific data, analysts estimate that Prime members spend more than twice as much on Amazon annually. Since Amazon launched Prime in 2005, the company has added those new benefits like Prime Video, Prime Music, and Prime Photos to keep people around. And it appears to be working: Amazon says Prime members number in the tens of millions.

But the appeal of Prime now extends well beyond shopping. With the success of critical television hits like Transparent and Mozart in the Jungle, the company has aggressively worked to expand its Prime Video service in the past year. Amazon's Woody Allen-directed Café Studio will open the Cannes Film Festival in May. Earlier this year, the company paid hefty prices to acquire five independent films at Sundance. And the company plans to release several more original series in 2016, including one from Allen and another starring Billy Bob Thornton.

As the company goes full force into original TV and film, offering Prime plans by the month starts to make more sense. Netflix's streaming service starts at $7.99 per month in the US for its basic plan and $9.99 per month for its standard plan. By offering a similar price point, Amazon may be hoping to either steal some of Netflix's subscribers, or at the very least offer them a secondary option for a very similar price. (Netflix is revealing its quarterly earnings tomorrow, which may be why Amazon is launching these new subscription plans today.)

Yet paying $8.99 or $10.99 each month will cost you more per year for Prime than if you just paid the annual rate. Amazon knows that. But it may have found that some people hesitate to pay $100 upfront for a service they're not sure they'll use. If Amazon offers them a way to ease into a plan without a major commitment, they may find themselves among the converted. Amazon has already become the everything store; now it just wants everyone.