Yes, Prime Video shows ads by default, and in the US the way to remove them changed on April 10, 2026. The old $2.99 Ad Free add-on became Prime Video Ultra at $4.99/month, so if you’ve read about an ad-free “phaseout”, that’s what happened. Ad-free viewing was replaced and repriced, not ended.
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 pay to remove them (Prime Video Ultra in the US, the ad-free add-on elsewhere), 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 more than 315 million monthly ad-supported viewers worldwide (Amazon’s figure for September 2024 to August 2025), Prime Video 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 extra to remove those ads ($4.99/month for Ultra in the US)? 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.
The UK and Germany followed on February 5, 2024, and France on April 9, 2024. Amazon’s plan also covered Canada (early 2024) and Italy, Spain, Mexico and Australia (later in 2024). India got ads on June 17, 2025. That being said, not all regions have ads just yet.
Amazon announced the change in September 2023. Users then received an email in late December 2023 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 emails were easy to miss.
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 to remove them (Ultra in the US, the Ad Free add-on elsewhere). 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 pay for Ultra (US) or the ad-free add-on (other countries).
How Often Does Prime Video Show Ads?
Prime Video shows a few minutes of ads per hour, and the exact number depends on who’s counting.
In 2025, Amazon told ad buyers its ad load had gradually risen to four to six minutes per hour, up from roughly 2 to 3.5 at launch (as reported by Adweek). Ampere Analysis, which measures what US viewers actually get, counted an average of 2.60 minutes per hour in August 2026, down from 2.78 in January. The first figure is a planned ceiling, the second a measured average.
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 says it aims to have “meaningfully fewer ads than linear TV and other streaming TV providers.” 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 most of them, 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.
In the US, you need Prime Video Ultra, which replaced the old $2.99 Ad Free add-on on April 10, 2026. It costs $4.99/month on top of your Prime membership, or $45.99/year if you pay for Prime annually (Amazon’s announcement). Amazon says Ultra replaces Ad Free, and press reports say existing ad-free subscribers were moved over automatically.
Ultra removes ads from most shows and movies, and it takes a few perks with it. 4K/UHD is now Ultra-only, and Ultra adds Dolby Atmos, 5 streams at once and up to 100 downloads. You can’t share it through Amazon Household.
Standard Prime in the US didn’t lose everything. It keeps HD and HDR, gained Dolby Vision, and now allows 4 streams and 50 downloads. But no 4K.
Ultra is US-only. Everywhere else, the original ad-free add-on continues at local prices:
| Country | Ad-free option | Price |
| US | Prime Video Ultra | $4.99/month; $45.99/year for annual Prime members |
| UK | Ad Free add-on | £2.99/month |
| Germany | Ad Free add-on | €2.99/month |
| France | Ad Free add-on | €1.99/month |
| India | Ad Free add-on | ₹129/month or ₹699/year (introductory) |
Reported prices: UK March 2026, France August 2026, Germany February 2024 and India’s 2025 launch offer. Check your account for current prices, especially the Indian introductory annual rate.
But there are a few exceptions. The upgrade doesn’t remove ads from:
- Live content
- Sports broadcasts
- Free ad-supported titles, formerly on Freevee (which always have ads)
So it’s not a complete ad-free experience like Prime Video used to be.
Ultra is only available in the US for now; the 4K requirement described above applies there.
What Was Freevee?
Freevee was Amazon’s free, ad-supported streaming service. Amazon announced the shutdown in November 2024, and the standalone Freevee apps were switched off on September 3, 2025. Its free, ad-supported content moved into Prime Video.
Formerly known as IMDb TV, Freevee offered 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 used to be separate from Prime Video, but the two often overlapped. Its content was available through the Prime Video app and its own app, which could be confusing. Now the free, ad-supported titles are found in Prime Video.
If you just want to stream something without subscribing, Prime Video’s free, ad-supported content (formerly Freevee) is a good (and legal) alternative to those sketchy sites. Just don’t expect it to be ad-free.
What Was the Difference Between Freevee and Prime Video with Ads?
While both Prime Video and Freevee were services by Amazon, and they even lived inside the same app, they weren’t 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 mostly removable with Ultra ($4.99/month, US) |
| 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/HDR (4K needs Ultra in the US) |
| Ad-Free Option | Not available | Ultra in the US, Ad Free add-on elsewhere |
Freevee was 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.
User reports describe mixed results with tools like AdGuard or Total Adblock in desktop browsers. We haven’t tested this ourselves. Don’t count on these tools for mobile apps, smart TVs, Fire TV Stick or Roku.
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.
Ultra ($4.99/month in the US) or the local ad-free add-on removes ads from most subscription titles. Live TV, sports and selected ad-supported content can still show ads.
How to Block Ads on Freevee
Freevee didn’t have an option to pay to remove ads, and since it was a free, ad-supported service by design, there was 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.
Either way, there’s no reliable way to block ads on the free content formerly 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, on paid Prime Video and on its free content (formerly Freevee). If you want to skip them on Prime, you’ll have to pay extra, and in the US that now means $4.99/month for Ultra. And on the free content formerly on Freevee, there’s no way around them at all. That being said, Prime Video’s ad load is lower than most rivals’. Ampere counted 2.60 minutes per hour in the US in August 2026, while the highest of the major US services passed 9. Netflix was lower still, at 2.44.