Ahead of the same change coming to the US, Amazon UK has begun informing customers they will see ads in Amazon Prime Video, unless they pay more.
Jeff Bezos, CEO of Amazon
As revealed in September 2023, Amazon has been planning to show what it calls "limited" advertising during shows and movies. At the time, the company only said it would "be introduced in US, UK, Germany, and Canada in early 2024."
There is still no date for the US version, but customers in the UK have begun receiving an email notification that says when the adverts will begin.
"Starting February 5, Prime Video movies and TV shows will include limited advertisements," says Amazon UK in an email rolling out to users and seen by AppleInsider. "This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time."
Detail from the Amazon UK email
"We aim to have meaningfully fewer ads than ad-supported TV channels and other streaming TV providers," it continues. "No action is required from you, and there is no change to the current price of your Prime membership."
However, there can be a change to the current price if users choose so. "We will also offer a new ad-free option for an additional 2.99 [pounds Sterling, about $3.78] per month," says Amazon.
"Live events, such as sports, and content offered through Amazon Freevee will continue to include advertising," it notes.
Amazon's UK operation covers more than the United Kingdom itself, it fulfils orders from related territories such as the Channel Islands and the Isle of Man, plus the entirely separate Republic of Ireland. The email notes that users in these regions "won't see ads in their experience at this time."
In its initial announcement in September 2023, Amazon said that it would introduce ads to France, Italy, Spain, Mexico, and Australia later in 2024.
Amazon's move follows Netflix's decision to drop its lowest-cost Netflix Basic option, and replacing it with a "Basic with Ads" version.