Amazon a global e-commerce and streaming giant has recently announced a significant shift in its Prime Video service. In a move that marks a new direction for the company’s streaming platform Amazon Prime Video is set to incorporate limited advertisements starting from January. This announcement, initially made in September this year, is poised to bring a notable change in how users experience content on Prime Video.

From January 29, viewers in the United States will encounter advertisements while streaming movies and TV shows on Amazon Prime Video. This development was communicated to Amazon Prime users in the US via an email.

The decision to include ads represents a strategic shift for Amazon which balancing the need to generate additional revenue streams while maintaining a compelling service offering for its subscribers.

As of now, an Amazon Prime subscription which offers a range of benefits including Prime Video, is priced at $14.99 per month (approximately Rs. 1,200). For those interested solely in video streaming, Prime Video can also be availed as a standalone service at $8.99 per month.

Recognizing that some users may prefer an uninterrupted viewing experience Amazon is expected to provide an option for subscribers to pay extra to stay ad-free. It caters to both cost-sensitive viewers who don’t mind ads and those willing to pay more for uninterrupted streaming.

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