Prime Video reportedly shows almost twice as many ads as it used to

If it feels like you spend a lot more time watching ads in Prime Video than you used to, that may not be a mistake. Amazon has increased the number of ads or "ad load" in Prime Video to four-to-six minutes of ads per hour, Adweek reports. Amazon's plan to increase the amount of advertising in its streaming service was previously reported in October 2024.

Shifting to a max of six minutes of ads per hour is nearly double the up to three-and-a-half minutes of ads that could play when Amazon first converted its basic Prime Video subscription to an ad-supported tier. The company used to offer all of Prime Video's features and an ad-free experience for the cost of Amazon Prime ($159 per year / $15 per month) or $9 per month, but announced at the end of 2023 that avoiding ads would cost an extra ...