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More ads are coming to Amazon Prime Video
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data-ylk="itc:1;slk:Read full article">Read full article<i></i></button><div class=caas-body-content><div class=caas-body-inner-wrapper><div class=caas-body-section><div class=caas-content data-wf-sticky-boundary=caas-body-section data-wf-sticky-offset="165px 10px" data-wf-sticky-target=.caas-share-buttons><div class=caas-content-wrapper><header class=caas-header><div class=caas-site-section-breadcrumb><ul><li><a href=https://www.engadget.com/big-tech/ >Big Tech</a></li></ul></div><!--F#f_5--><div class=caas-logo></div><!--F/--><div class=caas-title-wrapper><h1 id=caas-lead-header-undefined data-test-locator=headline>More ads are coming to Amazon Prime Video</h1><div class=caas-subheadline><h2>This is great news for company executives and not-so-great news for everybody else.</h2></div></div></header><div class=caas-content-byline-wrapper><div class="caas-attr author"><div class="caas-content-author-photo "><a class="link caas-attr-logo" href=https://www.engadget.com/about/editors/lawrence-bonk-01/ data-ylk="elm:author;slk:Lawrence Bonk;itc:0"><img class=caas-img alt="Lawrence Bonk" src=https://s.yimg.com/ny/api/res/1.2/TcQCYKuJU_9Vi2dogRUGcg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTgwO2g9ODA-/https://o.aolcdn.com/images/dims?image_uri=https%3A%2F%2Fs.yimg.com%2Fos%2Fcreatr-uploaded-images%2F2023-04%2Fbe2dabc0-dee3-11ed-af74-cc21123945d3&compress=1&progressive=1&quality=75&client=hawkeye&signature=b1b4a88b5678acf357d4ca80e15ee9cff64e9455 data-src=https://s.yimg.com/ny/api/res/1.2/TcQCYKuJU_9Vi2dogRUGcg--/YXBwaWQ9aGlnaGxhbmRlcjt3PTgwO2g9ODA-/https://o.aolcdn.com/images/dims?image_uri=https%3A%2F%2Fs.yimg.com%2Fos%2Fcreatr-uploaded-images%2F2023-04%2Fbe2dabc0-dee3-11ed-af74-cc21123945d3&compress=1&progressive=1&quality=75&client=hawkeye&signature=b1b4a88b5678acf357d4ca80e15ee9cff64e9455></a></div><div class=caas-attr-meta><div class=caas-attr-item-author><span class=caas-author-byline-collapse><a class=link href=https://www.engadget.com/about/editors/lawrence-bonk-01/ data-ylk="elm:author;slk:Lawrence Bonk;itc:0">lawrence bonk</a></span></div><div class=caas-attr-job-title><span>Contributing Reporter</span></div><div class=caas-attr-time-style><time class=caas-attr-meta-time dateTime=2024-10-02T18:29:06.000Z>Thu, Oct 3, 2024, 2:29 AM</time><span class=caas-attr-meta-separator>·</span><span class=caas-attr-mins-read>2 min read</span></div></div></div><div class=caas-content-contain-share><div class="caas-share-section "><div class=caas-share-buttons><div id=caas-consolidated-share-btn class=caas-consolidated-share-btn><button class="wafer-toggle caas-button noborder" data-wf-toggle-target=#caas-share-popup data-wf-toggle-class=click:toggle:share-button-hide data-wf-toggle-boundary=caas-content-byline-wrapper data-ylk=slk:share-menu-open;elm:share;sec:consolidated-share-popup;subsec:grade;itc:1 aria-label=Share><span class="arrowUpAndOut icon"><svg width=16 height=16 viewBox="0 0 24 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class=caas-body><p>Can you hear the soft, cherubic voices of corporate executives singing in unison? That can only mean one thing. They’ve figured out a new way to squeeze money out of our eyeballs. Amazon is adding even more ads to Prime Video, <a data-i13n="cpos:1;pos:1" href="https://www.ft.com/content/f8112991-820c-4e09-bcf4-23b5e0f190a5" rel="nofollow noopener" target="_blank" data-ylk="slk:according to reporting by Financial Times;cpos:1;pos:1;elm:context_link;itc:0;sec:content-canvas" class="link ">according to reporting by <em>Financial Times</em></a>. This uptick in corporate-sponsored splendor will go into effect early next year.</p><p>This comes less than a year after Amazon <a data-i13n="cpos:2;pos:1" href="https://www.engadget.com/amazons-prime-video-will-show-ads-unless-you-pay-3-more-per-month-111709384.html" data-ylk="slk:forced ads onto its streaming video platform;cpos:2;pos:1;elm:context_link;itc:0;sec:content-canvas" class="link ">forced ads onto its streaming video platform</a>, which is something all of the major streamers do now. We pay money to watch ads. It’s pretty darn cool. In any event, it remains unclear as to how many more ads will infest that next episode of <em>Reacher</em> or where they’ll be placed. Modern streaming shows aren’t made with advertisements in mind, so these ads just kinda pop up wherever.</p><div></div><p>Ads have turned into a serious revenue stream for Amazon because, again, they sit on top of our monthly Prime memberships that we already pay for. It costs extra to go ad-free. The company recently crowed that it <a data-i13n="cpos:3;pos:1" href="https://www.marketwatch.com/story/amazon-prime-videos-ad-event-beat-targets-thats-good-news-for-the-stock-says-bofa-96b7c261" rel="nofollow noopener" target="_blank" data-ylk="slk:drew more than $1.8 billion in advertising commitments;cpos:3;pos:1;elm:context_link;itc:0;sec:content-canvas" class="link ">drew more than $1.8 billion in advertising commitments</a> at an upfront event in September. This exceeded the company’s own targets. Amazon also revealed that the ad tier of Prime Video <a data-i13n="cpos:4;pos:1" href="https://www.marketingweek.com/amazon-prime-video-ad-tier/" rel="nofollow noopener" target="_blank" data-ylk="slk:reaches 19 million monthly users;cpos:4;pos:1;elm:context_link;itc:0;sec:content-canvas" class="link ">reaches 19 million monthly users</a> in the UK alone. This tier is used by over 100 million people in the US each month.</p><p>Kelly Day, vice-president of Prime Video International, told <em>Financial Times</em> that the platform launched with “a very light load” of ads at first, so as to prepare consumers for the coming onslaught. She said the initial rollout was a deliberate “gentle entry into advertising.”</p><p>“We know it was a bit of a contrarian approach to take,” she said. “But it’s actually gone much better than we even anticipated.” Day added that the company has not seen “a groundswell of people churning out or canceling" after it brought in advertisements. A rep from Amazon reached out to Engadget and said the company has not "changed our plans to have meaningfully fewer ads than linear TV and other streaming TV providers", despite today's news.</p><p>The company is also readying an interactive ad experience that will allow Prime Video watchers to add an item to their cart straight from the video stream. This will work with physical remotes and on the app. <a data-i13n="cpos:5;pos:1" href="https://youtu.be/5VkpAqXV4GU?si=OhC1orex0ZzEiFBb&t=28" rel="nofollow noopener" target="_blank" data-ylk="slk:Sweet, sweet corporate synergy;cpos:5;pos:1;elm:context_link;itc:0;sec:content-canvas" class="link ">Sweet, sweet corporate synergy</a>. Yay!</p></div></div></div></div><aside class="caas-aside-section caas-slotted-aside"><div class=caas-sticky-sda><div class="caas-slotted-rr-sda wafer-managed"><div class=caas-docked-sda-container><div class="caas-da sticky-rr-ad"><div data-wf-benji-page-context='{"url":"https://www.engadget.com/big-tech/more-ads-are-coming-to-amazon-prime-video-182906957.html","spaceid":"1197802876","site":"engadget","hashtag":"amazon;news;amazon-prime-video;ads;entertainment;prime-video;media;entertainment","lmsid":"a0V0W00000HOQu8UAH","lpstaid":"6fce2db2-4db9-4a89-a3c1-4c29675e328f","pt":"content","pd":"non_modal","pct":"story"}' data-wf-benji-wafer-config='{"updateI13n":true}' data-wf-benji-config='{"positions":{"LREC-6fce2db2-4db9-4a89-a3c1-4c29675e328f":{"id":"LREC-6fce2db2-4db9-4a89-a3c1-4c29675e328f","inView":"onLoad","path":"/22888152279/us/eng/ros/dt/us_eng_ros_dt_top_right","region":"index","size":[[300,250],[300,600]],"kvs":{"loc":"top_right"}}}}' data-wf-boundary=caas-da 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