If you’re anything like me, Prime Video might be one of your favorite perks of an Amazon Prime membership. I mean, aside from free shipping and those sweet Prime Day deals, who doesn’t love some endless binge-watching sessions?

But, as much as I enjoy the content on Prime Video, things are changing—and not for the better. It all started in January 2024 when Amazon rolled out their ad-supported Prime Video tier, essentially asking customers to cough up an extra $3 per month to skip the ads. That alone was a bitter pill for many, but if you were hoping this would be the end of the ad invasion, buckle up—it’s about to get worse.

Amazon’s Vice President of Prime Video, Kelly Day, recently confirmed that the company will be ramping up its advertising efforts on the platform, with plans to increase the number of ads starting in early 2025. While she didn’t go into too many details, it’s clear that the ad load will increase across all markets. And as much as you may want to tune out the commercials, these ads are becoming a key revenue driver for Amazon, with the company raking in over $1.8 billion in advertising commitments by September 2024 alone.

So, what can you expect from these new ads? It’s not just about more frequent interruptions in your favorite shows or movies. Amazon has confirmed that new ad formats are on the way, including shoppable ads that will tempt you with products right as you’re watching. Think carousel ads during commercial breaks, interactive ads when you pause your shows, and even trivia ads offering rewards like Amazon credits. These formats are all designed to keep you engaged—and keep you shopping—without leaving your Prime Video experience. The ads are reportedly light for now, but expect them to become more frequent and, likely, more intrusive in the future.

Not too happy about this change? You’re not alone. Plenty of subscribers have expressed their frustration about paying for a service that now serves ads, even at the basic subscription level. While other platforms like Netflix and Disney+ have introduced ad-supported tiers, many still see it as a downgrade to Prime Video’s previously ad-free experience.

If you hate ads as much as I do, it’s time to prepare for more interruptions. Either brace yourself for more commercial breaks or consider upgrading to the ad-free tier—if you’re willing to pay more, that is.