Amazon is also adding shoppable ads to Prime Video in 2025, FT confirmed. The new ad format, which includes carousel ads, pause ads, and brand trivia ads—is being sold to advertisers as a new way to attract TV and movie viewing audiences that have become more elusive in the streaming age.

Luckily for some, the increase in ad slots isn’t set to come into effect until sometime in 2025. Amazon rolled out ads to all Prime Video subscribers earlier this year and force

In a statement to Ars Technica, an Amazon spokesperson tried to gloss over the threat of “more” ads for Prime Video customers: “We have not changed our plans to have significantly fewer ads than linear TV and other streaming TV providers and to evaluate ad volume to ensure we deliver a great customer experience.”