AMAZON Prime Video has introduced ads on the platform, much to its customers' dismay.
The tech giant's Prime Video platform is seemingly following in the footsteps of Disney+ and Netflix by introducing adverts - and a new paid-for subscription tier.
When the desire to stream TV shows and movies first entered people's psyche, it was to escape from the grueling adverts of cable telly.
But times have changed.
Now, ads - and the ability to pay for their removal - are the latest money-making tactic from streamers.
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How to remove ads on Amazon Prime Video
Removing ads on Amazon Prime Video involves upgrading your subscription package to Prime Video Ad Free for an extra £2.99/ $2.99 per month.
Currently, Amazon Prime costs £8.99/ $14.99 each month or £95/ $139 annually – this includes Prime Video.
Once your subscription has started, you’ll no longer see ads while streaming on-demand movies and TV shows.
This applies to all Prime Video profiles that have been linked to your Amazon account.
However, this does not extend to the promotional trailers that appear before a movie or TV show.
While these trailers can be skipped, they cannot be removed with Prime Video Ad Free.
Amazon notes that live events, such as sports, and content offered through Amazon Freevee will continue to include advertising.