Amazon forced all Prime Video subscribers onto a new ad-based subscription tier in January 2024 unless users paid more for their subscription type. Now, the tech giant is reportedly showing twice as many ads to subscribers as it did when it started selling ad-based streaming subscriptions.

Currently, anyone who signs up for Amazon Prime (which is $15 per month or $139 per year) gets Prime Video with ads. If they don’t want to see commercials, they have to pay an extra $3 per month. One can also subscribe to Prime Video alone for $9 per month with ads or $12 per month without ads.

When Amazon originally announced the ad tier, it said it would deliver “meaningfully fewer ads than linear TV and other streaming TV providers." Based on “six ad buyers and documents” ad trade publication AdWeek reported viewing, Amazon has determined the average is four to six minutes of advertisements per hour.

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