Amazon Prime subscribers in the UK are up in arms as the e-commerce giant pushes through a contentious advertising update. Back in September, Amazon had hinted at the integration of “limited ads” within its Prime Video streaming service, with the change slated for an early 2024 rollout. Now, the company has announced that the much-debated alteration is set to take effect on January 29th.

In an email sent to its customers, Amazon defended the move, stating that the inclusion of advertisements would enable the company to sustain investments in compelling content over an extended period. The company assured subscribers that no immediate actions were necessary on their part, and the pricing structure for Prime memberships would remain unchanged.

Despite this, users now have the option to pay an additional $2.99 per month to enjoy an ad-free experience. Currently, the standard Amazon Prime subscription costs $14.99 per month or $139 annually, encompassing access to Prime Video. In comparison, a standalone Prime Video subscription is available at $8.99 per month. Opting for the new ad-free feature increases the cost to just under $18 for Prime and $12 for Prime Video.

This development coincides with a surge in advertisements observed by Amazon Fire TV users, further contributing to the discontent among the Prime community.

REACTIONS FROM DISGRUNTLED USERS

The introduction of the ad-centric update has triggered a wave of dissatisfaction among Amazon Prime and Prime Video users, with hundreds taking to platforms like Reddit to voice their grievances.

One Reddit user bluntly suggested, “Everyone should just cancel Prime,” expressing frustration with the impending shift to “limited ads.” Another user echoed the sentiment, declaring, “I’m tired of all these increased prices with nothing new offered in return. I’m done. Amazon can kick rocks.”

Criticism extended to the perception that Amazon is capitalising on its user base by charging an extra $2.99 for an ad-free streaming experience. “Yes, let’s make more money on top of making money by charging for ad-free streaming and people will pay us!!!” exclaimed a disgruntled user.

Some users have already jumped ship, with one commenting, “I left when the rate went over $100/year. Switched to Walmart+ and never looked back.” Another former Prime subscriber declared, “I cancelled Prime in November. I suspect a lot of people will be cancelling Prime,” labelling Amazon as “out of touch.” The discontent among users underscores the challenges companies face when implementing changes that impact user experience and pricing.