By Zainab Shafiq 
Amazon has revealed its plans to incorporate advertising into its Prime Video streaming service by the year 2024, aiming to channel more resources into the production of TV shows and films.
Starting early next year, customers in the UK, the US, Germany, and Canada will begin seeing advertisements unless they opt for an “ad-free” subscription at an additional cost.
Amazon emphasized that Prime Video still delivers exceptional value even with the introduction of ads. This move mirrors actions taken by competitors such as Disney+ and Netflix.
The expansion of ads to France, Italy, Spain, Mexico, and Australia is scheduled for later in 2024. Amazon intends to offer the “ad-free” subscription tier at an extra $2.99 (£2.44) per month for Prime members in the United States, with pricing details for other countries to be disclosed at a later date.
Currently, a Prime subscription in the UK, which includes perks like free one-day delivery on goods and access to the streaming service, costs £8.99 per month or £95 annually.
Amazon clarified its intent behind this decision, stating, “To continue investing in compelling content and to sustain and expand this investment in the long term, starting in 2024, Prime Video shows and movies will incorporate limited advertisements in the UK.”
However, similar to reactions following similar announcements from other streaming platforms, some customers have expressed disappointment about the introduction of ads into their Prime Video experience.
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