February 19, 2024, 4:22 pm | Read time: 3 minutes
Anyone looking at the latest reviews of Amazon’s Prime Video app will see almost exclusively negative entries. Many are expressing their dissatisfaction with the introduction of ads on the streaming service. But does it even make a difference?
Amazon has introduced ads for its streaming service as one of the last major providers in Germany. Since February 5, 2024, anyone who doesn’t subscribe to the newly introduced ad-free option for 2.99 euros per month will see ads before and during streams. And that’s not all: Amazon has also removed some features from the standard subscription, such as the Watch Party feature. Overall, this doesn’t seem to sit well with many users, which is why Amazon is currently facing review bombing. There’s one particular point of criticism.
Massive Negative Reviews for Prime Video App
As of now, the amount of advertising on Prime Video is relatively limited. Amazon had communicated this in advance, stating they wanted to show less advertising than the competition. However, this leaves a lot of room for interpretation, especially as it is gradually being discovered that Amazon has removed more features from the standard subscription.
It is currently known that the Watch Party feature has been removed. This feature allowed users to stream the same content with another user in different locations. Additionally, Amazon has downgraded the streaming quality both visually and audibly. The problem is that Amazon did not communicate these changes in advance. Instead, subscribers increasingly reported them. Only upon inquiry did Amazon confirm the downgrade of the basic subscription and the upgrade of the ad-free option.
As a large TECHBOOK survey revealed before the introduction of ads, a significant portion of users did not intend to pay the extra fee for the ad-free option. However, this was before it became known that the ad-supported subscription would also be technically downgraded. Looking at the current reviews of the Prime Video app for iOS, Android, and even on Amazon’s own platform, this is what primarily frustrates users.
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Users Complain About Deterioration
Looking at the App Store on Apple for recent user reviews, you’ll find almost exclusively 1-star ratings. A similar picture is seen in the Google Play Store. In the App Store, comments include: “The newly introduced ads are annoying, and you feel coerced into subscribing to an additional plan for 2.99 euros.” Or: “Now that ads and lower quality have been introduced, this app with the Amazon subscription is absolutely overpriced (…).”
Annual subscription users, in particular, also complain that they paid for a service that is no longer provided. One recurring criticism in the reviews is the lack of communication about the deterioration–despite the same or higher price.
Consumer advocates also criticize this. Organizations like the Federation of German Consumer Organizations (vzbv) and Stiftung Warentest argue that Amazon’s actions amount to a hidden price increase. This is illegal, especially since consumers were not informed about the deteriorations. In the U.S., a class-action lawsuit has already been filed against Amazon based on this.