Adweek first got wind of Amazon’s incoming uptick in ad spots from ad buyers, but Amazon confirmed via a spokesperson that Prime Video will increase its ad runs to “four to six minutes per hour.” That’s double what the company started with when it first added advertisements to its streaming experience back in January 2024.

If it feels like you spend a lot more time watching ads in Prime Video than you used to, that may not be a mistake. Amazon has increased the number of ads or "ad load" in Prime Video to four-to-six minutes of ads per hour,

If it feels like you've been seeing more ads on Prime Video lately, that's because the ad load has doubled since last year.