Amazon Prime users have threatened to cancel subscriptions after the streaming service announced a major change to its viewing experience.
Amazon has caused a stir among its subscribers with a recent declaration to introduce ads to its Prime Video service worldwide.
The streaming giant, known for adding cutting-edge shows like the controversial black comedy 'Saltburn,' broke the news of these upcoming changes to its customers, with plans to implement them in just a month.
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Changes in the Amazon Prime Viewing Experience
In a straightforward email, Amazon stated, 'Starting on 29 January, Prime Video movies and TV shows will feature a few ads.' The company explained this move as a strategy to 'fund more exciting shows and movies, and to keep doing so for a long time.'"
Amazon is giving viewers the choice to avoid ads on its streaming service. Users can enjoy their favorite shows and movies without interruptions for an additional $2.99 (£2.99) each month. Interested subscribers can sign up for this ad-free option through a provided link.
Amazon's recent decision to include ads in its streaming service mirrors moves by Disney+ and Netflix. However, unlike its rivals that offer cheaper ad-supported plans, Amazon is introducing ads for all users.
Streaming giants increasingly turn to ads for extra revenue, claiming it will fund new content creation.
In a message to its Prime members, Amazon stated the change is to 'help us keep making great content and increase our investments over time.'
Amazon also plans for 'significantly fewer ads than regular TV channels and other streaming providers.
Earlier this year, the company announced plans to start showing ads on Prime Video in multiple countries, including the UK, US, Germany, Canada, and more.
Amazon has assured its users that no action is needed from their side as it introduces ads to its streaming service. The membership price will remain unchanged unless members opt for the new ad-free version.
At present, Amazon Prime costs £8.99 monthly in the UK. This fee includes perks like next-day and same-day delivery on numerous items, ad-free music streaming, and access to original TV shows and movies on Prime Video.
Complains from Unhappy Users
Amazon Prime, creator of popular shows like 'The Boys' and 'Good Omens,' has faced a wave of dissatisfaction from its viewers.
Many disappointed customers took to Reddit to express their frustration, with some announcing they had canceled their subscriptions.
Reacting to the news, one subscriber expressed anger, especially for those with annual memberships, saying, "They shouldn't be able to change it until your current membership renews."
Another customer stated they had already canceled and received a refund for the remainder of their yearly subscription.
A third user added, "Just another reason to break out the eye patch and parrot. I didn't regret leaving Netflix and won't regret this either."
Moreover, many customers expressed their dissatisfaction on social media. Some reactions focused on the new ad policy starting in late January.
A user tweeted their frustration: "This might be the final issue with Amazon for me. An extra fee to avoid ads, even after being a long-time Prime member? Amazon's service quality has been declining, and now they're removing our benefits, asking us to pay more to get them back."
Another customer pointed out the wealth of Amazon's former CEO, saying, "It's infuriating that Amazon is adding ads and charging more for ad-free viewing, especially when their Executive Chairman is worth almost 176 billion dollars."
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