Amazon to now show ads in videos unless subscribers buy an add-on worth Rs 699, Prime annual plan is enough

Amazon has officially confirmed that advertisements will begin appearing on Prime Video content in India starting June 17, 2025. This shift, which has been anticipated since last year, marks a significant change in the way Amazon delivers its streaming service to Indian users. Moving forward, Prime Video subscribers in the country will encounter “limited” ads while watching movies and shows-unless they opt to pay for an ad-free experience.

To maintain the affordability of its standard Prime membership, Amazon has introduced a new optional ad-free add-on plan. This upgrade is priced at ₹129 per month or ₹699 annually and is meant to be added on top of the current Amazon Prime subscription, which itself costs ₹1,499 per year. According to the company, users will be able to subscribe to this additional plan starting June 17, though it has yet to appear on the official website.

With the statement, “This will allow us to continue investing in compelling content and expand that investment over time,” Amazon has already started sending out email notifications to customers. Compared to competing streaming services and traditional TV, we want to display a lot less advertisements.

The move brings Amazon’s pricing strategy closer to rivals like Disney+ Hotstar, which has long operated with a tiered model based on ad support. Although even Premium subscribers still view advertisements during live events like sporting events, Hotstar’s Premium ad-free subscription costs ₹299 per month, ₹499 for three months, or ₹1,499 annually. JioCinema, another major player, offers its ad-supported service starting at ₹149 for three months or ₹499 per year.

Netflix, however, remains an exception in the Indian streaming market, with all its plans being ad-free. The 4K Premium plan, which supports up to four screens, costs ₹649 per month, while the mobile-only plan starts at ₹149.

A less expensive Prime Lite package from Amazon provides access to Prime Video in 720p with advertisements. However, it is still unclear if the recently announced ad-free upgrade would be available for this Lite plan.

As the battle for dominance in India’s growing streaming sector intensifies, Amazon’s decision to bring ads to its standard Prime Video offering might push users to reassess their subscriptions. While the company promises fewer ads compared to traditional TV and other platforms, the added cost of an ad-free experience could sway viewers toward services like Netflix or Hotstar, especially those already offering premium content with limited or no ads.

What remains to be seen is how this change will impact Prime Video’s popularity in India, but one thing is certain: the era of ad-free streaming under a regular Prime membership is coming to an end.