Amazon has increased Prime Video’s ad load to four to six minutes per hour, up from an initial two to three-and-a-half minutes, as it pushes to grow ad revenue. All Prime Video subscriptions now include ads unless users pay extra, and advertisers have pressured Amazon to boost ad opportunities after noticing lower viewer engagement. Prime Video’s ad load remains mid-tier compared to rivals, but with 2025 only half over, the company may continue ramping it up, especially as it claims 150 million ad-supported users globally.
Amazon doubles Prime Video ad load since launch of ad-supported tier
Paul Drecksler is the founder and editor of Shopifreaks E-commerce Newsletter, covering the most important stories in e-commerce.
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