Amazon Prime Video users in India will begin seeing advertisements while watching movies and shows, even if they already pay for a Prime membership. Amazon officially confirmed the change through emails sent to Prime users on May 13. The move aligns with the company’s global strategy of supporting long-term investments in content through advertising revenue.
First Time in India
This is the first time that Amazon Prime Video’s main library in India will include ads. The company assured users that these advertisements will be limited in number and significantly fewer than those shown on television or many other streaming services. The change brings India in line with other countries like the United States, where the ad-supported version of Prime Video is already active and reaches over 130 million users monthly.
New Ad-Free Plan
To maintain an ad-free viewing experience, Amazon is launching a new optional upgrade plan. This add-on will cost Rs 699 per year or Rs 129 per month at an introductory discounted rate. The regular price for this tier is Rs 999 annually. By choosing this plan, users can continue to enjoy uninterrupted content, but their total cost for a year will rise to Rs 2,198.
The standard Amazon Prime membership remains priced at Rs 1,499 per year. This includes all current benefits such as fast and free delivery, Prime Music, Prime Gaming, Prime Reading, and access to Prime Video with ads. For now, Prime Lite members will not see any changes. They already watch ad-supported Prime Video content in 720p resolution on a single device for Rs 799 annually.
Why Amazon Made This Move
Amazon stated that the introduction of ads will help the company continue investing in high-quality content. India’s streaming market is highly competitive, and Prime Video wants to stay ahead by building a strong library of original programming. With this step, Amazon is aiming to fund its future projects while giving users the choice to avoid ads if they are willing to pay a bit more.
Even with this change, Prime Video remains competitive in India’s streaming space. It holds the second-largest subscriber base with about 23% market share. JioStar leads the market and offers an ad-free premium plan for Rs 1,499 per year across four devices. Netflix, another major player, charges Rs 649 monthly for its top-tier service.
Looking Ahead
As more global platforms shift to ad-supported models, Amazon’s strategy reflects the changing economics of online entertainment. While users may not welcome ads, the option to go ad-free offers flexibility. For now, Amazon Prime India continues to offer value, even as it adjusts its pricing structure to support future growth.
