Amazon is now showing 4-6 minutes of advertisements per hour on its Prime Video streaming service-- double the ad load from when the companynintroduced ads in January 2024, according to a report from ADWEEK.

Shifting to a max of six minutes of ads per hour is nearly double the up to three-and-a-half minutes of ads that could play when Amazon first converted its basic Prime Video subscription to an ad-supported tier.

Amazon has quietly increased the ad load on Prime Video to between four and six minutes per hour, according to a report from Adweek. That’s nearly double the two to three-and-a-half minutes per hour that ad buyers were originally told to expect when Amazon introduced ads to the platform in January 2024.