Because Prime Video is included in a Prime account, the service has a user base that is significantly larger than many other streaming services, but many Prime holders don’t watch Prime Video, so the value proposition for advertisers wasn’t ideal. (The company also lets viewers skip the ads by paying an extra fee each month.)

Amazon is now showing four to six minutes of advertisements per hour on its Prime Video streaming service. That's about double the ad load from when the company introduced ads in January 2024, according to a report from ADWEEK.