Amazon is reportedly integrating three new ad formats into Prime Video that advertisers may run. Among them video pause ads, something that Google has also been experimenting with on YouTube.
Prime Video used to be advertisement free. This changed in early 2024 when Amazon launched ads for all Prime customers on its platform. Customers who do not want to experience ads while watching videos can pay Amazon extra, about $3 per month, to get rid of most ads.
Amazon’s integration of ads on Prime Video differed from that of its competitors. Netflix, Disney+, and most streaming services that integrated ads on their platforms have done so using extra plans.
Netflix customers, for example, can subscribe for $6.99 in the United States to access content with advertisement. The companies did not add ads to existing plans, however.
Amazon’s new ad formats
Amazon pushed ads to all existing subscribers. Soon, those who did not cancel their subscriptions or pay extra, may experience additional ad formats on the platform.
All three are displayed either when the viewer pauses playback or during commercial breaks.
The first displays advertisement when a user pauses video playback. Translucent graphics are displayed on the screen that display text and images, and also contain options to add items to the Amazon cart or to learn more.
Amazon calls the second new ad format trivia ads. These display information about a brand to the viewer, again with options to shop products or learn more about a product. Variety reports that this format may also be linked to rewards, which customers may get when they complete purchases.
The final ad format offers a carousel type of display. Advertisers may show multiple items to the viewer. These can be explored on Amazon’s site and also purchased.
Closing Words
Streaming video started out as an alternative to cable tv. In recent time, it is turning more into the products that it set out to replace. Ads and regular price jumps are just two changes that affect millions of subscribers around the world.
You may want to check out how you, as a customer, could react to this changing landscape.
What about you? Do you subscribe to streaming services?
















