Amazon snuck in an announcement right after the holidays that ads are coming to its Prime Video streaming service starting today, January 29th, 2024 – unless viewers pay an extra fee.

In an email to subscribers that likely got lost in the post-holiday shuffle, Amazon revealed that a new ad-free tier will cost $2.99 per month more than the regular $14.99 monthly Prime membership. This premium offering aims to allow viewers to continue watching their favorite shows ad-free.

The change comes as Amazon looks to “invest more in content” while boosting its bottom line. The company claims ads will be shown less often compared to traditional TV, but has not given specifics on frequency.

Amazon is joining rivals like Netflix, Disney+ and Hulu in adding a lower-priced, ad-supported plan to attract more budget-conscious streamers. For now, Apple TV+ remains ad-free across all tiers.

This added fee for ad-free viewing marks a notable shift for Prime members who were previously unaccustomed to commercial interruptions. The change may annoy loyal fans who have grown used to uninterrupted binge-watching of The Marvelous Mrs. Maisel or Thursday Night Football.