The streaming service now aligns with Hulu and Paramount+ in ad volume, still well below traditional TV.
Amazon has quietly doubled the ad load on Prime Video, increasing it to four to six minutes per hour, according to a report by Adweek. The move comes just 18 months after the platform first introduced ads, marking a significant shift in its streaming strategy.
Initially, Prime Video entered the ad-supported arena with a light commercial load-aimed at minimizing viewer backlash while testing the waters. With over 150 million Prime subscribers getting access by default, the cautious rollout helped Amazon maintain a user-friendly experience. But by late 2024, the company had already begun hinting to investors that an expansion in ad volume was on the horizon.
Now, with four to six minutes of advertising per hour, Prime Video finds itself in the industry’s mid-tier, alongside platforms like Hulu and Paramount+. This is still well below traditional linear TV, where viewers typically see 13–16 minutes of commercials each hour. Among streamers, Netflix continues to offer the lowest ad load.
Despite the lack of an official public announcement, the increase hasn’t gone unnoticed. Ad buyers and industry analysts see this as part of Amazon’s broader plan to scale its streaming ad business and compete more aggressively in the growing AVOD (ad-supported video on demand) space.
The boost in ad inventory is expected to help Amazon cater to niche audiences and fully leverage its advanced advertising tools, such as the Amazon Marketing Cloud and demand-side platform (DSP). The company has also begun rolling out new features for marketers, including:
- Show-level audience insights
- Private auction options
- Contextual targeting tools (coming soon)
However, some advertisers remain cautious, citing challenges in performance measurement and attribution despite the tech upgrades.
Amazon’s evolving strategy signals a larger shift toward turning Prime Video into a full-scale advertising platform, balancing monetization with viewer experience as competition in the streaming space intensifies.
