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Prime Video Will Begin Showing ‘Limited Ads’ On January 29

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Amazon has confirmed that it will begin showing ads on Prime Video beginning January 29th, 2024. While Amazon had already confirmed ads were coming to Prime Video, when exactly the change was due to take place remained unclear.

According to Amazon, the addition of limited advertisements “will allow us to continue investing in compelling content and keep increasing that investment over a long period of time.”

Although it is possible to sign up to a standalone Prime Video subscription, most users of the video streaming service likely have access as a free benefit with their Prime membership. For those that don’t mind the introduction of ads, this change might not matter all that much.

However, for those that do want to maintain access to an ad-free viewing experience, they will soon be required to pay an additional $2.99 a month fee to remain ad-free.

Beginning Jan. 29, all existing Prime Video users will automatically become ‘with ads’ users, with the option to pay more to remove the ads again. For those that would like to upgrade before the change takes place, it is already possible to pre-order ad-free Prime Video. Once pre-ordered, the user will be charged the additional $2.99 add-on fee on January 29, and every month after that until canceled.

While it is still unclear just how intrusive the ads will be, Amazon does say that it intends to offer a lighter ad load in general, and compared to other streaming services. In Amazon’s own words, “we aim to have meaningfully fewer ads than linear TV and other streaming TV providers.”

After upgrading to ad-free, some content will still include advertisements, just like it does now. For example, ads will still be shown during live events and content, including sports, as well as when watching any of the Amazon Freevee content available on Prime Video.

John Finn
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John Finn

By John Finn

John Finn is the Founder and Editor of Streaming Better, a platform created in 2019 to help consumers navigate the complicated live TV streaming and subscription service market.

John has been covering technology for various online publications since 2014. After originally covering the wider tech industry as a writer and editor, John now spends his time focusing on the emerging video-streaming market, including live TV streaming, SVOD, AVOD, FAST, and TVOD services.

In a bid to keep up to date on the industry, John actively subscribes to multiple streaming services at the same time. However, John continues to advocate that the best approach for consumers is to rotate between streaming services as needed.

A Psychology graduate from England, who now lives in the US, John previously worked in the aviation industry as an airline reviewer. While reviewing airlines isn't quite the same as reviewing devices and streaming services, John brings the same analytical eye to all of his reviews and industry analysis, along with a special emphasis on what's best for the consumer.

Connect with John
Email: john@streamingbetter.com
X: @J_Finns
Website: JohnFinn.net

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