Amazon tells its Prime Video subscribers that ads are coming on January 29th, unless they pay extra

Prepare for a dose of reality (and ads) between your binge sessions: Amazon Prime Video is officially joining the ad-fueled streaming party. After announcing what was coming a few months ago, Amazon confirmed via an email sent to its Prime members that their favorite movies and shows will be punctuated with advertisements starting January 29, 2024. This change marks a significant departure from to Prime Video advertising. -Free Haven, a benefit previously bundled with the $139/year (or $14.99/month) Prime membership, known primarily for its free two-day shipping. But for those averse to mid-episode interruptions, Amazon offers an option that will cost you: an ad-free tier for an additional $2.99/month, plus applicable taxes.

To justify this decision, Amazon cites the need to feed its ever-expanding content library. “This will allow us to continue to invest in engaging content and continue to grow that investment over a long period of time,” their email reads, assuring us of “much less advertising” compared to traditional television.

Interestingly, Amazon is already pre-sale of the level without advertising, giving Prime members a head start in ensuring uninterrupted viewing. Those who choose to pre-register for the monthly ad-free option can do so now without being charged until January 29.

Of course, this change does not apply to content rented or purchased from the streaming service. However, note that certain types of content, such as sports titles or Freevee, will continue to include advertisements even when the viewer is subscribed to the ad-free tier.

Even if some like the “invest in compelling content” reasoning, reactions from long-time Prime subscribers show that they feel betrayed by the broken promise of ad-free streaming. The price hike adds fuel to the fire, leaving members questioning Prime Video's true value proposition.