Beginning next year, Amazon's Prime Video streaming service will incorporate limited advertisements.
Ads in Prime Video content will be introduced in the US, UK, Germany and Canada in early 2024, followed by France, Italy, Spain, Mexico and Australia later in the year, said the company.
Amazon said the idea is to provide an ad experience with significantly fewer interruptions compared to traditional linear TV and other streaming platforms.
Crucially, this transformation will not result in any changes to the current pricing structure of Prime membership for customers.
"We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required for Prime members. We’re not making changes in 2024 to the current price of Prime membership," said the company.
Amazon is working on introducing a new ad-free option, and the pricing details for this option will be shared at a later date. Amazon will ensure that its Prime members are well-informed about these developments and will provide ample time and guidance on how to opt for the ad-free option, should they prefer it.
Since its launch in 2007, Amazon Prime has consistently evolved, offering an expanding list of benefits to its members. Live event content such as sports will continue to include advertising.