Amazon's implementation of advertising on its Prime Video streaming service has seen a dramatic upswing. Between April and June 2025, a remarkable 53% increase in the volume of ads shown per hour was observed among US subscribers.
According to Ampere's Guy Bission, "Amazon’s ad load is now close to that of Warner Bros. Discovery HBO Max. By contrast, Netflix has maintained a stable ad load and currently sits at around 1/3 that of Amazon."
The report further highlights consistent top advertisers. "Unilever and The Hershey Company have consistently remained in the top five advertisers by volume for Amazon with communications, fast food, travel and rival streaming providers filling the remainder of the top slots," Bission adds.
Data from Digital-I in April revealed a key aspect of Amazon's strategy: converting existing subscribers to an ad-supported tier instead of introducing a new, cheaper tier. This approach has rapidly created a large advertising marketplace. A significant 88% of Amazon Prime Video subscribers are now using the ad-supported version.