Amazon Prime Video has announced a significant change for its Indian subscribers: starting June 17, 2025, all users will encounter “limited advertisements” while streaming content, even if they hold an active Prime membership. This move aligns with Amazon’s global strategy to support long-term content investment and mirrors similar implementations in other markets like the U.S.
Introduction of Ad-Free Add-On
To cater to viewers seeking an uninterrupted experience, Amazon is introducing an optional ad-free plan. This add-on will be available at a discounted launch price of ₹699 per year or ₹129 per month, effective from June 17. Originally set at ₹999 annually, this opt-in tier allows subscribers to enjoy content without ad interruptions. Consequently, users opting for this add-on will pay a total of ₹2,198 annually.
Impact on Existing Prime Membership
The existing Prime membership pricing remains unchanged at ₹1,499 annually. All bundled benefits—including free and fast delivery, Prime Music, Prime Gaming, and Prime Reading—will continue. However, it’s important to note that even with the ad-free add-on, content streamed from Amazon’s MX Player library will still include ads.
Strategic Implications
Amazon’s decision to introduce ads is aimed at bolstering its investment in compelling content, ensuring the platform remains competitive in India’s dynamic streaming market. With Prime Video holding the second-largest subscriber base in the country, this strategy is pivotal in maintaining and expanding its market share.
User Options
Subscribers who prefer not to experience ads and choose not to opt for the ad-free add-on have the option to cancel their memberships. Amazon has facilitated this by allowing users to cancel via customer care or directly through their account page, with a provision for a prorated refund. 
This development marks a significant shift in Amazon Prime Video’s service model in India, reflecting broader industry trends towards ad-supported streaming to fund content creation and platform sustainability.