Subscribers to Amazon’s Prime Video streaming service will start seeing commercials in films and TV shows from early next year unless they pay an extra £2.99 for an ad-free experience.

The company said customers in the UK and Germany would begin to see “limited advertisements” in its streaming content after 5 February.

Amazon said it would not swamp viewers with messaging, saying that it would have “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers”.

Amazon has previously only shown advertisements around sporting events, such as its Christmas coverage of the Premier League.

Amazon’s Prime subscription, which includes access to its music and video streaming services and perks including free and fast delivery on packages, costs £8.99 a month in the UK. The company said it would not be changing the price of the service next year, unless customers opted to pay the extra for the ad-free option.

About Amazon Prime

Amazon Prime Video is a leading streaming service offering an extensive selection of movies, TV shows, documentaries, and exclusive originals. Included with an Amazon Prime membership, it provides ad-free streaming of popular series like *The Boys*, *The Marvelous Mrs. Maisel*, and *The Lord of the Rings: The Rings of Power*. In addition to the subscription-based content, users can also rent or purchase additional titles. Accessible on a wide range of devices, including smart TVs, smartphones, and gaming consoles, Amazon Prime Video is recognized for its diverse, high-quality programming and plays a significant role in the competitive streaming landscape.