This week Amazon announced new offers that will let customers pay monthly to get either the full Amazon Prime membership, or a new video-only plan. The offers seem like an obvious thumb in the eye to Netflix just as that company bumps up prices for long-time subscribers. But after reviewing the new Amazon options, I don't think either is an especially great deal for consumers.

Until recently, to get the full Amazon Prime membership—which includes free two-day shipping, plus Amazon's video and music streaming services at no extra charge—you'd have to pay a yearly, upfront fee of $99. That breaks out to $8.25 per month.

With the new plan, you can get the full Amazon Prime membership by paying $11 per month instead of a yearly fee. But that means you'd be paying $33 more each year, with no additional benefits. The only way that makes sense is if you intend to subscribe for eight months or less—there's no contract, so you can quit at any time—or you just can't handle the one-time charge.

As for the Prime video-only offer, it doesn't make much sense, either. At $9 per month, it's cheaper than Netflix's popular $10-per-month plan, but it's still more expensive than a $99 annual membership to Prime. And the video-only deal doesn't come with Prime benefits such as free shipping, free photo storage, and access to Amazon Prime Music. Taken strictly as a video service, the marginal $1-per-month savings compared to Netflix doesn't matter much. Most users will care more about what content each service offers, including original series and movies, as well as the exclusives to popular shows and movies that each service offers.

The good news, of course, is that no one is being forced into these new plans; Amazon still offers the $99 full-year Prime plan.

No matter which Amazon plan you choose, there is one compelling reason for picking an Amazon Prime membership over Netflix if you own, or plan to buy, a 4K UHD TV. Amazon currently doesn't charge extra for 4K videos, including those with high dynamic range (HDR) technology. To get 4K with Netflix, you have to subscribe to its Premium plan, which costs $12 per month. That means compared to the $99 Prime plan, you'll pay $45 more with Netflix. (It's $36 more a year than Amazon's $9-a-month video-only subscription.) And Amazon offers a bonus that right now you can't get with any Netflix plan: The ability to download videos for offline viewing.