A note about pricing

For fifteen years, we have kept the subscription price unchanged. There wasn't some deep market research that went into the pricing, we simply wanted it to be low cost. In our heads we thought: This is definitely worth three takeout coffees a year. We are aware this is an unusual business strategy.

When we set $12/year and $2/month back in 2011, we figured we'd revisit the price at some point. Then we… didn't. Years went by. Inflation happened. We kept not raising the price. At some point "never raised our price" went from a fact about our business to a personality trait, and we mostly leaned into it.

Starting June 16, 2026, the subscription will be $18 a year (or $3 a month). That's roughly where the price would be if we'd quietly tracked inflation since 2011 instead of going for a fifteen-year unbeaten streak. In real-dollar terms this is the same price we set when we started, give or take one coffee. We are, as ever, not the most aggressive pricing operation in gaming. But we'd like to keep building, and that means catching up to 2026.

For context on what "keep building" means: The latest version of the retail optimizer is now running on our all-new, ultra-fast simulator. This is the foundation for a long list of features that were not previously possible. Those are coming over the next several months. With the subscription still costing less than a few energy drinks, we think AMR represents a defensible corner of your gaming budget.

The classic versions of the site are now included in this subscription too. No more one-time fee to add them to your account. We originally charged that fee to fund the initial development of the classic optimizers, since the classic audience is smaller. We've roughly broken even on that now, so it's time to roll everything together. Thank you to everyone who paid the upgrade fee and made those versions possible in the first place.

For current subscribers: Nothing changes during your current term. The price increase will only affect your next renewal. We will send email reminders to everyone before subscriptions renew.

If you have questions, comments, or simply want to yell at us, we set up a forum thread here and we'll be reading every post, as always.