Prime Video has added value to the Amazon Prime subscription for years. And lately, with a lot of high-quality originals, it has more users than ever. With access to a full streaming library, ad-free, with no extra charges.
However, that era is over. And the bundled Prime Video has ads now, even though you’re paying. There’s no downgrade in pricing, no opt-out – just a pop-up letting you know that you have to pay extra if you wanna get rid of the commercials.
So what really changed? Why is Amazon, one of the biggest companies on the planet, suddenly showing you ads on content you technically already paid for? And more importantly, is there a way to get rid of them?
Let’s answer those questions and more.
Does Prime Video Have Ads Now?
Yes, Prime Video now has ads, even if you’re a paying Amazon Prime member.
As of early 2024, Amazon has rolled out ads on Prime Video by default. That means if you have a regular Prime subscription, you’ll start seeing ads during movies and shows, including Amazon Originals. This applies to both new and existing subscribers; there is no option to opt out unless you pay an additional fee.
There’s no free tier, no new account type, just ads added to the existing service. And unless you upgrade to the ad-free add-on, they’re here to stay.
It’s a significant change from what Prime Video used to be, and for many users, it feels like you’re getting less for the same price. So if you’re suddenly wondering why you’re seeing ads on something you already pay for… you’re not alone.
Why Does Prime Video Have Ads?
Prime Video has ads for the same reason that almost every other streaming platform now has ads. Money.
Amazon is following the same trend as Netflix, Disney+, and Max, as they are realizing that subscription revenue alone isn’t enough. Ads bring in billions. And with over 200 million Prime members worldwide, Amazon now has one of the largest ad-supported audiences on the planet.
It’s strategic. Amazon already dominates e-commerce and cloud services. Now it’s scaling up its ad business, and Prime Video is part of that engine. By putting ads in a service you already pay for, Amazon doesn’t have to build a new user base. It just flips a switch and monetises the one it already has.
And if some users pay the extra $2.99/month to remove those ads? That’s just extra.
So yes, it’s annoying. But from Amazon’s perspective, it’s very profitable.
When Did Prime Video Start Showing Ads?
Amazon started showing ads on Prime Video in the US on January 29, 2024.
It started in the US and then rolled out to other regions in 2024. That being said, not all regions have ads just yet.
Users received an email and in-app popups informing them that ad-supported streaming would be the default option, unless they opted for an ad-free version by paying extra.
It applied to all existing Prime members. No new tier, no opt-in. Just a policy change that turned Prime Video into an ad-supported service by default.
If you missed the memo and started seeing ads out of nowhere, you weren’t alone. The rollout was stealthy.
Do All Shows and Movies on Prime Video Have Ads Now?
Not all content has ads, but most of it does.
With the new ad-supported rollout, most shows and movies included with Prime now have ads by default unless you pay for the ad-free upgrade. That includes Amazon Originals and licensed titles in the standard Prime Video library.
However, Prime Video also allows the purchase or renting of some content that is not a part of the Prime Video subscription. Those can be enjoyed ad-free.
So if you’re watching anything that’s part of the regular Prime Video subscription, you’ll get ads unless you’ve paid to remove them. The only way to get ad-free is to rent/buy individual titles or subscribe to the ad-free add-on.
How Often Does Prime Video Show Ads?
Prime Video shows 2-4 minutes of ads per hour, depending on what you’re watching.
You’ll see one or two short ads before a show or movie starts (pre-roll) and a few mid-roll breaks throughout longer content. The ads are similar to what you’d see on Hulu or Peacock, 15-30 seconds each, and they’re not skippable.
The exact frequency varies slightly by region, title, and device, but Amazon has promised to keep ad load “significantly less” than traditional TV. Still, if you’re binge-watching a series or sitting through a long movie, those breaks add up, especially when you’re already paying for Prime.
If you want to get rid of them entirely, the only way is to pay for the ad-free upgrade. We’ll get into that next.
Can You Remove Ads on Prime Video?
Yes, only if you’re willing to pay more.
To watch ad-free, you’ll need to subscribe to the Prime Video Ad-Free upgrade, which is $2.99/month on top of your existing Amazon Prime membership. This pricing will vary based on region. In some places, the regular Amazon Prime bundle doesn’t exist, and the pricing structure looks a bit different. However, once added, it removes ads from most shows and movies on Prime Video.
But there are a few exceptions. The upgrade doesn’t remove ads from:
- Live content
- Sports broadcasts
- Freevee titles (which always have ads)
So it’s not a complete ad-free experience like Prime Video used to be.
Also, this upgrade is only available in certain countries, with the U.S. rollout starting in early 2024 and more regions following later.
What’s Freevee?
Freevee is Amazon’s free, ad-supported streaming service.
Formerly known as IMDb TV, Freevee offers a rotating library of movies, TV shows, and even original series, all free. However, the ads are built in from the start. You can’t remove them, and there’s no premium tier to upgrade to.
Freevee is separate from Prime Video, but the two often overlap. You can access Freevee content through the Prime Video app or on its own app, which can be confusing, especially now that Prime Video also shows ads.
If you just want to stream something without logging in or subscribing, Freevee is a good (and legal) alternative to those sketchy sites. Just don’t expect it to be ad-free.
What’s the Difference Between Freevee and Prime Video with Ads?
While both Prime Video and Freevee are services by Amazon, and they even live inside the same app, they’re not exactly the same service.
Here’s how they differ:
| Feature | Freevee | Prime Video (With Ads) |
| Price | Free | Included with Amazon Prime($139/year or $14.99/month) |
| Ads | Always, no way to remove | Yes, by default, but can be removedWith $2.99/month upgrade |
| Content | Licensed titles +Freevee Originals | Amazon Originals (incl. Freevee) +licensed content + purchases/rentals |
| Sign-In Required | Optional | Required (with Prime subscription) |
| Streaming Quality | HD | HD/4K (varies by title) |
| Ad-Free Option | Not available | Available with a paid add-on |
Freevee is built to be free with ads, while Prime Video is a paid service that recently added ads. They share the same ecosystem, but they serve very different use cases.
How to Block Ads on Prime Video
Currently, there’s no way to block ads on Prime Video across all devices.
Because the ads are embedded in the video stream (just like Hulu or Netflix), most ad blockers (including uBlock Origin or Pi-hole) don’t work. Even premium tools like AdGuard or Total Adblock have limited success and only in desktop browsers. On mobile apps, smart TVs, and streaming devices like Fire TV Stick or Roku, ad blockers are entirely useless.
Some Reddit users have reported partial success with:
- AdGuard for Windows with the browser version of Prime Video
- DNS-level blockers like AdGuard Home, but the results are hit or miss
- Changing browser user agents or using developer tools, but this breaks playback more often than it helps
Others have warned that specific workarounds cause playback errors or black screens, especially on Firefox.
So, if you’re using the Prime Video app on any device, there’s no way to block the ads. The only way to get rid of them is to pay the $2.99/month ad-free upgrade.
How to Block Ads on Freevee
Just like Prime Video, Freevee doesn’t have an option to remove ads, and since it’s a free, ad-supported service by design, there’s no premium tier to upgrade to either.
That said, if you’re watching through a web browser, some users have tried ad blockers like AdGuard or Total Adblock with mixed results. These tools may block or mute some pre-roll or mid-roll ads, but they don’t always work. Amazon updates its ad delivery system frequently, and what works one week might not work the next.
To sum up, there’s no way to block ads on Freevee. It’s free for a reason, and the ads are how the service stays free. If you really want an ad-free experience, you’ll need to watch on a different service or pay up elsewhere.
Final Thoughts
Ads are now officially part of Amazon’s streaming ecosystem, whether you’re using Prime Video or Freevee. If you want to skip them on Prime, you’ll have to pay extra. And if you’re on Freevee, there’s no way around them at all. That being said, compared to the other platforms, there are reportedly fewer ads on Prime Video.