Amazon Prime Video to roll out ads from June 17: What the subscription changes mean for you

In a bold move set to take effect on 17 June 2025, Amazon Prime Video has announced that it will introduce "limited" advertisements to its vast library of movies and TV shows. The tech giant’s new decision has already sent ripples through the streaming world, with users scrambling to understand how the change will impact their binge-watching experience.

The era of ad-free streaming on Amazon Prime Video is coming to an end – at least partially.

According to Amazon, the introduction of ads is a necessary step to ensure continued investment in "compelling content." The company explained that the ads will allow them to keep increasing their content investment over time. However, Prime Video reassured subscribers that the ads will be much fewer than what traditional TV networks and other streaming platforms offer.

What is the ads subscription going to be about?

But here's the kicker: The price of Prime memberships will remain the same. For those looking to avoid any interruptions during their favourite shows, Amazon has rolled out a new "ad-free add-on." This add-on will be available for ?129 per month or ?999 per year, allowing users to maintain their ad-free experience for an additional cost.

Amazon has stressed that current Prime subscribers need not do anything. Their subscriptions will stay the same, and they will continue to enjoy the other benefits that come with Prime, like exclusive shopping deals and free shipping. So no need to worry about your membership fees jumping up.

Members who are paying for subscription will also see ads

However, the change isn’t without some caveats. Despite opting for the ad-free add-on, members will still see ads when watching content from Amazon’s MX Player library. It seems like Amazon isn’t ready to give up ads entirely just yet.

For those who are not thrilled about the new direction, cancelling your Prime Video membership is still an option. Amazon has made it easy for members to cancel via customer care or directly through their account page to receive a prorated refund.

In the face of fierce competition from services like Netflix, Disney+, and Apple TV+, Amazon is banking on ads as a way to sustain its growing content library. With limited ads coming to the service, it will be interesting to see how loyal Prime Video users react and whether the add-on will catch on.