The unstoppable ad creep hits Amazon Prime Video

Amazon Prime Video, the popular streaming service, is set to implement new, more intrusive advertising tactics to entice viewers to make purchases while watching their favorite shows and movies. Just four months after initially introducing ads on the platform, Amazon is expanding its promotional strategies, including displaying ads when users pause content.

Amazon yesterday announced the upcoming launch of three new ad formats for Prime Video. These include shoppable carousels that will appear during ad breaks, showcasing a variety of products available for purchase on Amazon. This innovative approach essentially embeds ads within ads, providing viewers with a seamless shopping experience. Moreover, interactive brand trivia ads and pause ads with translucent overlays will offer rewards and direct product purchasing options, respectively.

The move by Amazon follows a trend in the streaming industry, with platforms like Hulu and YouTube already incorporating similar pause-activated advertising features. While Amazon has not specified the exact rollout date for these new ad formats, they are expected to be available within the upcoming broadcast year, typically ending on August 31st.

For users seeking an ad-free experience on Prime Video, Amazon offers an ad-free subscription option for an additional $2.99 per month. Despite this, a significant number of viewers opt for the ad-supported tier, with over 200 million global customers accessing the cheaper option. Although Amazon has not disclosed the exact number of Prime Video subscribers, the company reported 200 million global subscribers across its entire Prime membership program in 2021.