It's not your imagination — you're likely seeing more ads these days. Prime Video, Amazon's streaming offering, has quietly doubled its ads, according to an exclusive report from Adweek. Citing ad buyers and documents it reviewed,

Amazon is now showing four to six minutes of advertisements per hour on its Prime Video streaming service. That's about double the ad load from when the company introduced ads in January 2024, according to a report from ADWEEK.

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.