Amazon Prime Video, similar to many other streaming services, is taking a page from Hulu’s playbook of including ads. Amazon is introducing a feature that allows account holders to pay an additional charge to get rid of the new ads. Via CNN Entertainment, “Amazon explained that ads will help it continue investing in compelling content and keep increasing that investment over a long period of time.”

Amazon has not yet disclosed the length or frequency of the ads for those who choose to keep them, but they stated it will have fewer ads than other streaming providers and linear TV. The streaming service is offering its ad-free tier for an additional cost of $2.99 per month, starting in early 2024 for The United States, Canada, Germany and United Kingdom, and later next year for Mexico, Italy, Australia, France, and Spain. Currently, a subscription to Amazon Prime Video costs $8.99 per month. Amazon Prime, which also includes Prime Video, is an additional $6 at $14.99, and a yearly subscription is priced at $139 a year.

Via CNN Entertainment, “Streaming services are no longer chasing subscribers, but rather investors are pressuring them to make money off the services, even if it comes at the expense of losing subscribers.” The increase in prices and introduction of ads has not been an invention Amazon Prime Video created. According to CNN Business, “Last month. Disney+ increased prices for the second time in less than a year, with the monthly cost of its ad-free plan rising to $13.99 in October – a $3 increase. Hulu, in which Disney owns a majority stake, will also hike its monthly ad-free subscription $3 to $17.99.” Peacock increased its prices for the first time this past July.

For those looking to enjoy the last few months of their Amazon Prime Video membership ad-free for a low price, now is the time.