AMAZON Prime users have been frustrated with a new advertisement update.
Last September, Amazon introduced plans to embed “limited ads” into movies and TV shows streaming on Prime Video.
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The retail giant said at the time the change was expected to occur in early 2024.
Now the company has unveiled the exact date the change is rolling out: January 29th.
“This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time,” Amazon said in an email to customers.
“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers,” the company added.
Amazon explained that no actions are required from users, and there would be no change to the current price of their Prime memberships.
However, customers have the option of paying an additional $2.99 per month to avoid advertisements.
Currently, Amazon Prime costs $14.99 each month or $139 annually – this includes Prime Video.
Meanwhile, Prime Video as a standalone option sets users back $8.99/month.
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The new ad-free option increases fares to just under $18 for Prime and $12 for Prime Video.
This move comes at around the same time that Amazon Fire TV users began seeing significantly more ads.
USER REACTIONS
Amazon Prime and Prime Video users are not pleased with the new ad-centric update.
Hundreds of users have taken to social media platforms like Reddit to express their dismay.
“Everyone should just cancel Prime,” one user said on a Reddit thread.
“Seriously. Just cancel it. Just canceled mine. The ‘limited ads’ thing they’re moving to next month was the last straw,” they added.
“I’m tired of all these increased prices with nothing new offered in return. I’m done. Amazon can kick rocks.”
“Yes, let’s make more money on top of making money by charging for ad-free streaming and people will pay us!!!” a second person remarked.
“I left when the rate went over $100/year. Switched to Walmart+ and never looked back,” a third Reddit user commented.
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“I canceled Prime in November. I suspect a lot of people will be canceling Prime,” another former Prime user said.
“Amazon is out of touch,” they added.
