Amazon Prime Video to Introduce Ads in the UK Starting February

Starting February 5, 2024, Amazon Prime Video in the UK will feature commercials, following in the footsteps of streamers like Disney+ and Netflix.

A fee of £2.99 per month will let UK viewers opt out of most ads, though live events will remain ad-supported.

The ad-free subscription costs vary, with Germany at €2.99 and the US at $2.99. US and Canadian audiences will see ads from January 29, with plans to introduce them in other countries later in 2024.

Amazon's strategy includes offering fewer ads than competitors and investing in new content, including a Warhammer 40,000 film with Henry Cavill and a series on the Fallout game. The last Prime price hike in the UK was in 2022, increasing to £8.99 monthly and £95 annually.