It appears that Amazon is implementing changes to its Prime Video service, introducing “limited advertisements” to some regions, including the US, UK, Germany, and Canada. Starting on January 29, users who wish to maintain an ad-free viewing experience will need to pay an additional fee of $3 per month on top of their existing Prime subscription or standalone Prime Video membership.
Amazon initially announced its intention to include ads in its content in September, with the goal of having “meaningfully fewer ads than linear TV and other streaming TV providers.” The company aims to keep ad time relatively low, with Variety reporting that four minutes per hour seemed to be the target at the time of the announcement.
In the email sent to subscribers, Amazon reiterated its commitment to investing in compelling content and suggested that the introduction of ads, along with the option for an ad-free experience at an additional cost, will support this effort. The company stated that subscribers will automatically start seeing ads by the end of January and provided a link to a website where users can pay for an ad-free viewing experience.
It’s noteworthy that rented or purchased content will not be affected by the introduction of ads. Additionally, certain regions, such as Puerto Rico, the US Virgin Islands, Guam, the Mariana Islands, and American Samoa, are excluded from the rollout for the time being. Users in France, Italy, Spain, Mexico, and Australia are expected to make a decision regarding ads or an additional fee later next year.