Overview

• Amazon increased ad time from 2–3.5 to 4–6 minutes per hour without notifying Prime Video users.
• The ad load hike follows Amazon’s late 2024 disclosure to investors about plans for higher ad volumes.
• The company launched AI-supported pause ads and interactive ad formats to refine targeting and engagement.
• With 4–6 minutes of ads per hour, Prime Video now sits between low-ad services like Netflix and heavier-load competitors such as Hulu and Paramount+.
• Subscribers can pay an additional €2.99 per month for an ad-free Prime Video upgrade alongside their standard membership.