Amazon is considering an ad-supported tier for Prime Video, according to people familiar with the situation who spoke with The Wall Street Journal. While most people seem to get Prime Video as an included perk with Prime membership, it’s also available for $8.99 per month as a standalone subscription. Presumably, a new ad-supported tier would cost less than $8.99 per month and it’s probably safe to assume that Prime members would also start seeing the same ads in Prime video as subscribers of the ad-supported tier.
Amazon’s plans for an ad-supported tier of Prime Video are apparently “in the early stages and have been going on over the past several weeks,” so it seems like the change won’t be happening soon. That said, both Netflix and Disney+ have had success with their newer ad-supported tiers, so this may be a priority for Amazon. Netflix, specifically, has said that subscribers to its ad-supported tier generate more revenue for the company than those subscribed to the ad-free tiers.
Amazon already shows pre-roll ads for its own original content before some Prime Video streams. Those house ads are skippable by pressing the fast forward button, even though Amazon doesn’t always advertise that fact. It’s certainly safe to assume the upcoming ad expansion, should it roll out, won’t be skippable in the same way.