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Amazon Prime Video will include “limited” advertising during shows and movies starting in early 2024, requiring customers to pay an additional fee for removing the ad.
Amazon says the move will allow the company to “continue to invest in compelling content and grow those investments over an extended period of time.” The ad goes on to say that the company aims to have “significantly fewer ads than linear TV and other streaming TV providers.”
If customers don't want to see ads, they will have to pay $2.99 a month to remove ads under the new “ad-free option.”
The company hasn't given an exact date for the change, but Amazon says it will alert Prime members several weeks before the ads go live. It will also provide instructions on how to sign up for the ad-free option.
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In June, the Federal Trade Commission said Amazon recruited millions of customers into paid subscriptions without their consent. When customers tried to cancel Prime, they faced a multi-step process that was intentionally complicated.