Amazon has recently announced that starting from early 2024, Prime Video shows and movies will include limited advertisements in the U.S., U.K., Germany, and Canada, followed by France, Italy, Spain, Mexico, and Australia later in the year. The company aims to have meaningfully fewer ads in Amazon Prime Video than linear TV and other streaming TV providers. Prime members will not be required to take any action, but they will have the option to upgrade to an ad-free tier for an additional $2.99 per month. Amazon has stated that this change is being made to continue investing in compelling content and keep increasing that investment over a long period of time.

The introduction of ads in Prime Video content has been a topic of discussion among users and industry experts alike. While some users have expressed disappointment with the decision, others have welcomed it as a way to access more content at a lower price point. Industry experts have noted that the move is a strategic one for Amazon, as it will allow the company to generate additional revenue from its streaming service and compete more effectively with other streaming providers.

How to upgrade to an ad-free tier on Amazon Prime Video?

To upgrade to an ad-free tier on Amazon Prime Video, you can follow these steps:

1. Open the Prime Video app or visit the Prime Video website.
2. Sign in to your Amazon account.
3. Navigate to the “Account & Settings” section.
4. Select “Channels & Memberships.”
5. Choose “Prime Video Channels.”
6. Select “Manage Your Prime Video Channels.”
7. Find the “Prime Video Ad-Free” option and select “Upgrade.”

The ad-free option will be available for an additional $2.99 per month for U.S. Prime members, with pricing for other countries coming at a later date. If you choose not to upgrade, you will still be able to watch Amazon Prime Video content with limited advertisements.

It’s worth to note that Amazon also runs Freevee service. Amazon Freevee is a free streaming service that offers thousands of popular TV shows and movies, including Originals and free ad-supported streaming TV channels (FAST channels), available anytime, for free. It is currently available in the U.S., the UK, Germany, and Austria. The service is set to debut in France, Italy, Spain, Mexico, and Australia later in the year.

Freevee offers a wide variety of content, from an always-updating library of broadly appealing popular movies and TV series across a variety of genres—including comedy, drama, suspense, and animation—to more than 150 always-on FAST channels. Freevee also delivers customers the content they would expect to see on a paid service.

If you already have Prime Video, you can watch content from Freevee straight through the Prime Video app. Freevee is also available as a standalone app on a variety of devices, including all Amazon Fire TV devices, iOS and Android mobile devices, Xbox, PlayStation 5, and many smart TVs. If you sign into the app using your Amazon.com username and password, you’ll receive personalized movie and TV recommendations.