Amazon is now showing four to six minutes of advertisements per hour on its Prime Video streaming service. That's about double the ad load from when the company introduced ads in January 2024, according to a report from ADWEEK.

Amazon is now reportedly looking to align with broader industry practices, where platforms like Hulu, Paramount+, and Tubi run between 13 and 16 minutes of ads per hour.

Currently, anyone who signs up for Amazon Prime (which is $15 per month or $139 per year) gets Prime Video with ads. If they don’t want to see commercials, they have to pay an extra $3 per month. One can also subscribe to Prime Video alone for $9 per month with ads or $12 per month without ads.