Unless you pay more, advertisements will begin to appear on Amazon’s Prime Video on January 29.

Prime Video members will have to pay more if they want to avoid commercial breaks during their viewing, according to a notice sent by Amazon. The firm said that it will begin broadcasting “limited advertisements” alongside the movies and series on its service on January 29 in an email issued to consumers. The $3 monthly cost that users who wish to maintain their accounts ad-free must pay in addition to their $9 monthly Prime Video membership or their Prime subscription.

Back in September, the firm made its original announcement that it would start serving adverts alongside its content, stating that the US, UK, Germany, and Canada would be the first to be affected. By late next year, consumers in France, Italy, Spain, Mexico, and Australia will have to decide whether to put up with the commercials or pay more. Back then, Amazon stated that one of its goals was to “have meaningfully fewer ads than linear TV and other streaming TV providers.” Variety said at the time that four minutes per hour appeared to be the lowest amount of commercial time for a streaming network, even though “meaningfully fewer” is quite ambiguous.

In the email that it issued to subscribers, Amazon restated that objective. It said that charging extra for an ad-free watching experience and adding advertisements to its service will enable it to invest “in compelling content and keep increasing that investment over a long period.” Members will automatically start to see advertising by the end of January, the company said, and these will lead to a website where they may buy ad-free watching. Amazon made it clear that it will not be displaying advertisements with leased or purchased material on an information page regarding the change. Additionally, it stated that American Samoa, Guam, the Mariana Islands, Puerto Rico, and the US Virgin Islands are not yet included in the rollout.

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