Starting June 17, 2025, Amazon Prime Video in India will introduce advertisements during movies and TV shows. This change means that viewers will experience "limited advertisements" while streaming content on the platform. However, subscribers who prefer an ad-free experience have the option to pay an additional fee of Rs 699 per year or Rs 129 per month. This add-on plan can be subscribed to starting the same day the ads are introduced.

Amazon has communicated this change to its subscribers via email, stating that this move will allow the company to "continue investing in compelling content and keep increasing that investment over a long period of time." The company also aims to have "meaningfully fewer ads than TV channels and other streaming services."

The introduction of ads will not affect the current price of the standard Prime membership, which remains at Rs 1,499 per year. This membership includes benefits such as fast delivery options, free shipping, cashbacks on select purchases, and access to other Amazon services like Prime Music, Prime Gaming, and Prime Reading.

For users seeking a premium streaming experience with ad-free access, the total annual cost will now be Rs 2,198 (Rs 1,499 + Rs 699). Alternatively, a monthly plan with the ad-free add-on will cost Rs 428 (Rs 299 + Rs 129).

Amazon also offers a Prime Lite plan in India, priced at Rs 799 annually. This plan limits Prime Video content to mobile devices at 720p resolution and already includes ad-supported content. According to the company, users on the Prime Lite plan will not experience any changes with this new update. It remains unclear whether the newly announced ad-free upgrade can be added to the Lite plan as well.

This move follows Amazon's earlier introduction of advertisements in Prime Video content in other markets, including the US, UK, Germany, and Canada, where users pay an additional $2.99 per month for ad-free viewing. Amazon's ad-supported tier in the US currently has a subscriber base of 130 million.

The decision to introduce ads in India's Prime Video comes as the streaming market becomes increasingly competitive. Other streaming platforms like Disney+ Hotstar already have tiered pricing models based on ad support, while Netflix keeps all its plans completely ad-free, with prices ranging from Rs 149 per month for mobile-only access to Rs 649 per month for the premium plan with 4K streaming and support for up to four screens.

With illegal streaming already on the rise, it remains to be seen whether Indian viewers will be willing to spend more for an uninterrupted streaming experience and how Amazon Prime Video responds to user sentiment in one of its key markets. Users who do not wish to continue their membership after the changes take effect can cancel and request a pro-rated refund through their Amazon account settings.