On Wednesday the firm revealed that adverts will be coming to Amazon Prime Video.
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And the only way to avoid them is by coughing up an extra £2.99 / $2.99 every month.
The move will come into action on January 29 in the US and a week later on February 5 in the UK.
It means Amazon Prime Video will now cost £11.89 a month to continue enjoying TV shows and movies without ads.
If you continue with the current £8.99 price, you’ll start to see ads from January.
Read more about Amazon Prime
As expected, customers have not welcomed the announcement and many have taken to social media threatening they’ll quit.
“Im ready to cancel my Amazon prime. It’s not worth it anymore,” one viewer wrote on X, formerly known as Twitter.
“Time to cancel Amazon Prime, first they hike the price of membership, now want to charge extra for no ads,” another said.
“AMAZON JUST PUNISHED LOYAL MEMBERS OVER GREED!!!!” a third person yelled.
Meanwhile, a fourth user said: “I’m setting a reminder to cancel my Prime membership. Sure, I’ll miss things but the price is getting out of hand.”
In an email to customers, Amazon said it needed to make the changes to “allow us to continue investing in compelling content and keep increasing that investment over a long period of time”.
The company also said it would have “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers”.
How to cancel my Amazon Prime subscription
Amazon allows Prime subscribers to cancel at anytime.
You’ll have access to the full service until the month you’ve paid up for has ran out.
To cancel, start by visiting the Amazon Prime Membership page.
Go to Manage, and select Update, Cancel and More, then follow the on-screen instructions.
