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.

Currently, anyone who signs up for Amazon Prime (which is $15 per month or $139 per year) gets Prime Video with ads. If they don’t want to see commercials, they have to pay an extra $3 per month. One can also subscribe to Prime Video alone for $9 per month with ads or $12 per month without ads.

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.)