June 13, 2025 — In a strategic shift to increase revenue, Amazon has decided to increase the number of advertisements shown on its Prime Video streaming platform, leaving many subscribers adjusting to a noticeably more commercial-heavy viewing experience.
The move comes several months after Amazon initially introduced advertisements to Prime Video in select markets, positioning it as a necessary change to support content investments. Now, the tech giant is scaling up the frequency and duration of ads across a broader array of shows and films, both in the U.S. and internationally.
What’s Changing?
Previously, Prime Video included a modest number of ads for users who did not pay for the ad-free tier. However, the new policy means more ad breaks, longer commercial durations, and potential integration of dynamic ad placements—where ads are tailored to the viewer’s behavior and interests using Amazon’s vast data ecosystem.
According to internal sources and media analysts, the ad load per hour could now range from 3 to 5 minutes, which puts Prime Video in closer alignment with other ad-supported platforms like Hulu or Peacock.
Why the Increase?
Amazon’s decision is part of a broader industry trend where streaming services are pivoting towards advertising-based revenue models, especially as subscriber growth slows and production costs rise.
“We’re committed to investing in high-quality content while keeping Prime Video accessible,” an Amazon spokesperson said. “Advertising allows us to balance those priorities.”
Amazon is also leveraging its massive e-commerce and advertising ecosystem to create synergistic ad experiences that link streaming content with product recommendations, potentially boosting its marketplace sales alongside ad revenue.
Viewer Response and Backlash
The reaction from users has been mixed. While some accept the change as part of the evolving streaming economy, others have criticized Amazon for adding more ads without lowering subscription costs. Some social media users are calling the move “greedy,” while others are contemplating whether the ad-free upgrade is now necessary.
Ad-Free Tier Still Available — for a Price
To offset frustration, Amazon continues to offer an ad-free option—but at an extra monthly cost. In the U.S., this currently adds $2.99 to a standard Prime subscription. However, international pricing and availability may vary.
The Bigger Picture
With competitors like Netflix, Disney+, and Max all rolling out or expanding their own ad-supported tiers, Amazon’s move aligns with a broader trend reshaping the streaming landscape. Analysts expect ad-supported streaming to generate over $100 billion in global revenue by 2027.
Despite the criticism, Amazon’s expanded ad strategy on Prime Video highlights the company’s intent to balance user experience with aggressive monetization, ensuring long-term sustainability in a competitive media market.
