Adverts coming to UK Amazon Prime Video users in February

27 December 2023, 11:54

Amazon Prime Video logo
Amazon Prime Video logo. Picture: PA

The streaming giant has confirmed ‘limited advertisements’ will begin appearing to those who do not pay to go ad-free.

Amazon has confirmed “limited advertisements” will begin to appearing within its Prime Video streaming service from February 5 in the UK.

UK Prime subscribers will be able to continue to use the service without seeing adverts, but will need to pay an additional £2.99 to go ad-free, Amazon said.

The switch sees the tech giant follow in the footsteps of rival streaming giants by introducing adverts and additional ad-free subscriptions in order to generate more cash.

In an email to Prime members, Amazon said the change will “allow us to continue investing in compelling content and keep increasing that investment over a long period of time”.

It said it aims to have “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers”.

Amazon is following in the footsteps of rival streaming giants by introducing adverts (Alamy/PA)

Earlier this year, the tech giant confirmed it would begin rolling out advertising on Prime Video in a number of countries, including the UK, US, Germany, Canada and others.

Advertising will begin appearing for users in the US from January 29.

The company confirmed users are not required to take any action before the change kicks in, and there would be no change to the current price of a user’s membership – unless they choose to sign up for the ad-free option.

Amazon Prime currently costs £8.99 a month in the UK for services including next-day and same-day delivery on millions of items on the marketplace, advert-free listening on its music streaming platform, and access to original TV series and films on Prime Video. Amazon said that price will not be changing in 2024.

By Press Association

More Technology News

See more More Technology News

National Cyber Security Centre launch

National Cyber Security Centre names Richard Horne as new chief executive

The lights on the front panel of a broadband internet router, London.

Virgin Media remains most complained about broadband and landline provider

A person using a laptop

£14,000 being lost to investment scams on average, says Barclays

Europe Digital Rules

Meta unveils latest AI model as chatbot competition intensifies

AI technology

Younger children increasingly online and unsupervised, Ofcom says

Migrant Channel crossing incidents

Ministers will be told to use AI to screen migrants for threats, adviser says

Nothing smartphone

UK tech firm Nothing to integrate ChatGPT into its devices

The Google offices in Six Pancras Square, London

Google confirms more job cuts as part of company reorganisation

Person using laptop

Housing association reprimanded after residents’ data compromised

A screengrab of an arrest in connection with the LabHost website

Arrests made and thousands of victims contacted after scammer site taken offline

Social media apps on a smartphone

Three-quarters of public fear misinformation will affect UK elections – report

Businessman racing with a robot

TUC calls for AI to be regulated in the workplace

The ChatGPT website

AI chatbot ‘could be better at assessing eye problems than medics’

FastRig wingsail launch

Scottish-made wingsail set for sea tests after launch on land


Rollout of eVisas begins as Government aims for digital immigration by 2025

Elon Musk in 2024

X may start charging new users to post, says Elon Musk