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,

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.

According to a report by Adweek, Prime Video has almost doubled the number of ads on its platform from three-and-a-half minutes per hour to six minutes of commercials in the average 60 minutes of watchtime. That’s a big jump.