Amazon Prime to Start Showing Ads on January 29 Unless You Pay More

Amazon has announced that it will begin showing ads on Prime Video on January 29, 2024. The plan to show ads was first revealed back in September; however, the company didn't specify a date at that time.

Today, Amazon began notifying customers in the United States by email that ads will start on January 24. Users in the U.S., U.K., Germany, and Canada will start seeing ads in early 2024, followed by users in France, Italy, Spain, Mexico, and Australia later in the year.

To continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Ads in Prime Video content will be introduced in the U.S., U.K., Germany, and Canada in early 2024, followed by France, Italy, Spain, Mexico, and Australia later in the year. No action is required for Prime members. We're not making changes in 2024 to the current price of Prime membership. We will also offer a new ad-free option for an additional $2.99 per month for U.S. Prime members and will share pricing for other countries at a later date.


The price increase for ad-free Prime Video follows numerous price hikes from other streaming providers this year. Netflix Basic is up from $9.99/month to $11.99/month, Netflix Premium is up from $19.99/month to $22.99/month, Hulu is up from $14.99/month to $17.99/month, Disney+ is up from $10.99/month to $13.99/month, and Apple TV+ is up from $6.99/month to $9.99/month.

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