Prime Video, Amazon’s flagship OTT platform, bids to introduce in-show ads in the latest round of changes. Under this, users will now be shown limited advertisements during movies and TV shows starting June 17, 2025, in India. Prime Video claims that the volume of ads shown will be less compared to traditional TV channels and other streaming platforms. 

To get rid of the ads, users will have to opt for an optional ad-free plan at Rs 699 per year or Rs 129 per month, which users can subscribe to starting the same day. All other Prime benefits will remain unchanged. The scenario will not affect the current plans offered by Prime Video. Such an initiative was first introduced in the US last year. 

Continued Investment in Content 

“This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time. We aim to have meaningfully fewer ads than TV channels and other streaming services,” Amazon Prime said. This becomes more pivotal as India aspires to become a leading orange economy and entertainment provider across the world. 

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No Changes in Prime Membership 

“There will be no other changes to your Prime membership. Prime members will continue to enjoy a wide range of shopping, savings, and entertainment benefits,” the company statement added. 

This indicates the growing investment in content generation and the company’s need to support it through feasible business models, keeping in mind the overall financial condition of the organisation. Considering the chances of increasing the rates of subscription could have led to mass cancellations, this initiative by the company would gradually push people to either buy an ad-free plan or stick to their plan while making a habit of watching ads in between the shows. 

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Users can be refunded for cancellations.

Users who prefer not to continue their membership after the changes are implemented can cancel their subscription and request a prorated refund via their Amazon account settings.