Eighteen months after it first began introducing advertising on Prime Video, Amazon has significantly increased the number of ads shown to viewers on its streaming service, with ad durations now averaging between four to six minutes per hour, according to recent reports.
This shift marks a notable departure from the company’s earlier, lighter ad strategy, which had been adopted to minimise user resistance during the platform’s transition to an ad-supported model. Although Amazon had indicated to investors in 2024 that a gradual increase in ad inventory was part of its long-term plan, the move has not been formally communicated to subscribers, many of whom access the service as part of their broader Prime membership.
Industry observers note that the current ad load positions Prime Video in the mid-range of streaming platforms when it comes to commercial content, comparable to services such as Hulu and Paramount+. This remains lower than traditional television, where commercial breaks often account for more than 13 minutes of each hour. Netflix continues to maintain one of the lowest ad volumes among major streaming competitors.
“We remain focused on prioritising ad innovation over volume, and Prime Video will now include limited advertisements. While demand will continue to grow, our commitment is to improving ad experiences rather than simply increasing the number of ads shown. We will continue to invest in this important work, creating meaningful innovations that benefit both customers and advertisers alike,” an Amazon ads spokesperson said.
The expansion in advertising inventory is seen as a strategic effort by Amazon to grow its presence in the streaming ad market, where competition is intensifying. The company is expected to capitalise on its integrated advertising technologies, including the Amazon Marketing Cloud and its demand-side platform, to enhance targeting and measurement capabilities.
In parallel, Amazon has begun rolling out new tools aimed at marketers. These include the ability to access audience insights at the level of individual shows, run private programmatic auctions, and, soon, deploy contextual targeting options based on content genre and themes.
While the increased ad opportunities may open the door for more tailored and niche marketing campaigns, some media buyers remain cautious. Measurement challenges and transparency around audience engagement continue to be areas of concern, even as Amazon ramps up its efforts to become a dominant player in the streaming advertising space. With over 150 million Prime members globally, Prime Video remains one of the most widely accessed streaming platforms.