Amazon Prime Video Pushes Ads to 6 Minutes Per Hour, Here’s Why It Matters

Amazon Prime Video is increasing its ad load to 6 minutes per hour, a move that signals a dramatic shift in the way we watch our favorite shows and movies online. Until now, Prime Video kept commercials light and brief. But starting June 17 in India and sometime later in the USA, viewers will see nearly double the number of ads interrupting their content. It’s a big change for a service that many people chose precisely to avoid traditional TV-like commercials.

Amazon Prime Video Begins Showing More Ads Than Before

For years, Prime Video kept its ad breaks short, typically 2 to 3.5 minutes per hour. But now it’s pushing this up to 4–6 minutes of commercials per hour. The change brings its ad load closer to platforms like Hulu and Paramount+, although it’s still much lower than traditional TV, which often shows 13–16 minutes of commercials each hour. Nevertheless, many viewers who liked Prime for its nearly ad-free experience are surprised and frustrated by this change.

Ad-free Viewing Now Comes at a Higher Cost

Amazon has found a new way to make more revenue. If you want to avoid these commercials altogether, you now need to pay an additional Rs 699 per year in India or 2.99 dollars per month in USA on top of your existing Prime membership. Until now, Prime was a one-flat fee service, you paid once and kept distractions away. But now, ad-free viewing is a separate add-on. So the total cost to watch without commercials is creeping up.

Amazon Pushes Into Ad-Supported Model To Boost Profits

This change highlights Amazon’s growing focus on ad revenue. The company is adding more commercials and developing sophisticated ad technologies. It is using its vast data and powerful ad platforms, like Amazon Marketing Cloud and Demand-Side Platform, to show tailored commercials to viewers. It’s a dramatic transformation, Prime is not just a video service now; it’s a powerful tool for brands to reach their shoppers directly.

Viewers May Push Back Against Rising Ads

Some viewers are worried this move signals a shift away from a customer-centric experience. The main appeal of Prime was convenient, ad-free entertainment at a reasonable price. Now, many feel it’s turning into a more commercial platform, putting profits above customer satisfaction. It’s a delicate balance, adding more ad minutes might bring in more revenue, but it could undermine loyalty if viewers become frustrated and consider cancelling their subscriptions.

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