Amazon Prime Video has officially announced that it will begin incorporating advertisements into its streaming service, with the rollout set to commence on January 29, 2024. The move comes as part of the company's plan to bolster its content investments, but viewers who wish to avoid interruptions can do so by paying an additional fee of $2.99 per month in the US or £2.99 per month in the UK.

The decision to introduce ads was first revealed in September, and it will initially impact Prime Video subscribers in the US, UK, Germany, and Canada. Customers in France, Italy, Spain, Mexico, and Australia will face a similar choice later in the year. Amazon has stated that its goal is to have "meaningfully fewer" ads than traditional linear TV and other streaming providers, aiming to keep the viewing experience relatively uncluttered.

“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required from you, and there is no change to the current price of your Prime membership,” the company wrote in an email to its subscribers.

The company continues by explaining that the revenue generated from these ads will enable Amazon to invest in more compelling content and continue increasing these investments over an extended period. 

While specifics about the exact amount of advertising time per hour remain vague, Variety reported in September that it could be as low as four minutes per hour, making it less intrusive than some other streaming platforms.

Amazon Prime Video subscribers will receive automatic access to the advertisements by the end of January. Those who prefer to maintain an ad-free experience can opt to pay the extra fee. Importantly, the ads will not be displayed with rented or purchased content. Additionally, certain regions, such as Puerto Rico, the US Virgin Islands, Guam, the Mariana Islands, and American Samoa, are excluded from the initial rollout.

The introduction of ads on Amazon Prime Video mirrors a broader trend among streaming services. Companies like Disney Plus, Hulu, HBO Max, Netflix, and Paramount Plus have all incorporated ads into their more affordable subscription tiers. However, Amazon's approach involves offering both ad-supported and ad-free options within the same service, giving viewers a choice based on their preferences and budget.

As of now, Amazon Prime's base subscription cost remains unchanged at $14.99 per month or $139 annually. For standalone Amazon Prime Video customers, the addition of an ad-free option will bring the monthly cost to just under $12. Notably, Amazon also operates a separate ad-sponsored streaming service called Freevee, which offers content with advertising.

In its communication to subscribers, Amazon emphasized that live event content, including sports, and content available through Amazon Freevee, will continue to include advertising.