Amazon is famous for offering low — or at least competitive — prices. But that doesn’t seem to apply to today’s announcement that Amazon Prime members can now subscribe to HBO for $14.99 a month, and Cinemax for $9.99. Each comes with a 30-day free trial.

Amazon’s announcement comes just three days after AT&T said that its DirecTV Now customers can subscribe to either channel for $5 a month. Many analysts believe that the telco is subsidizing the offering to entice viewers to subscribe to DirecTV Now, which costs $35.

Amazon’s price for HBO matches the fee consumers pay for the HBO Now streaming service, as well as the amount Sling TV charges for the premium channel. Cinemax is available on Sling for $10.

Amazon is offering HBO and Cinemax via its a la carte Amazon Channels program. It already has Showtime and Starz, each at $8.99 a month.

In addition to current series and movies, HBO subscribers will be able to watch all seasons of previous hits including The Sopranos, Sex and the City, True Blood, The Wire and Deadwood.

“HBO has produced some of the most groundbreaking, beloved and award-winning shows in television history,” Amazon VP Digital Video Michael Paull says. “Their selection of blockbuster movies is unsurpassed, including hits like Batman vs. Superman, The Revenant, and Deadpool. And, our customers have been asking when all that wonderful content will be available on Amazon Channels.”

HBO EVP of Worldwide Digital Distribution and Home Entertainment Sofia Chang lauds the companies’ “successful partnership…that continues to evolve.”