June 12, 2025, 1:02 pm | Read time: 2 minutes
Amazon has doubled the ad time on Prime Video. Investors were informed beforehand—but not the customers.
Customers of Amazon’s streaming service apparently have to prepare for significantly longer commercial breaks. The company has reportedly increased advertising on Amazon Prime Video.
No Customer Notice for More Ads on Prime Video
As early as 2024, Amazon introduced ad clips in Germany, stating at the time that the ad duration would be significantly less than on linear TV. The total length of ad blocks was previously 2 to 3.5 minutes per hour. According to the trade magazine “Adweek,” Amazon has now increased advertising on Prime Video to 4 to 6 minutes, effectively doubling it.
The increase in ad time is not surprising: Amazon had already informed its investors at the end of 2024 of plans to increase ad volume this year. However, there was no public announcement—especially for Prime Video users.
How Does Prime Video Compare to the Competition?
According to research by Adweek, Prime Video ranks in the middle in terms of ad load. Netflix continues to show the least advertising; Hulu, Tubi, and Paramount+ offer more ads in their ad-supported plans than Prime Video. Compared to linear TV, the ad load on streaming services is still low, with up to 12 minutes of ads per hour typically shown on TV.
In response to an inquiry from TECHBOOK, Amazon points out that it still shows significantly less advertising than TV, where ad time is regulated by the Interstate Broadcasting Treaty. Additionally, there is a statement:
“Our goal is to improve the ad experience rather than simply increasing the number of ads shown,” said a spokesperson for Amazon Ads. “As demand continues to rise, our goal is to improve the ad experience rather than simply increasing the number of ads shown.”
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How Much Does Prime Video Cost?
The regular Prime membership currently costs 8.99 euros per month or 89.90 euros per year. This includes not only access to movies and series on Prime Video but also several other benefits such as free premium shipping on Amazon. Those who want to use Prime Video without ad interruptions must upgrade to Prime Video Ad Free. The additional fee for ad-free viewing is currently 2.99 euros monthly—equivalent to 35.88 euros per year.