Prime Video has confirmed that it will roll out “limited advertisements” on the streaming service in the UK starting in February, after revealing last year that ads were incoming.

An Amazon subscription – which provides shopping incentives and access to Prime Music, as well as Prime Video – will remain the same price (£8.99 per month), but an ad-free option will become available to UK subscribers for £11.98 a month, or £130.88 for an annual subscription.

In a blog post, Amazon wrote: “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required for Prime members. We’re not making changes in 2024 to the current price of Prime membership. We will also offer a new ad-free option […] We will email Prime members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like.”

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