More ads are coming to Amazon Prime Video

Amazon is planning to add more ads to Prime Video early next year, following the introduction of ads on the platform less than a year ago. This move is part of the company's efforts to increase revenue from advertising, which has become a significant stream of income. The exact number and placement of the additional ads are unclear, but they will likely appear in shows that were not originally designed with advertisements in mind. Amazon has seen success with its ad-supported tier, which has drawn over $1.8 billion in advertising commitments and reaches 19 million monthly users in the UK and over 100 million in the US. The company's vice-president of Prime Video International, Kelly Day, stated that the initial rollout of ads was a "gentle entry" to prepare consumers for the increase in advertisements. Despite concerns, Day reported that the company has not seen a significant number of users canceling their subscriptions since the introduction of ads. Amazon is also working on an interactive ad experience that will allow users to add items to their cart directly from the video stream. This feature will be available on both physical remotes and the app, further integrating shopping and streaming. The company's decision to add more ads is likely driven by the revenue potential, as users are already paying for Prime memberships and can opt to pay extra for an ad-free experience. Overall, Amazon's move to increase ads on Prime Video reflects the growing importance of advertising revenue for the company.