After a slow start, Amazon has begun to rapidly increase the number of ads seen by US subscribers to its streaming service.
Between April and June 2025, the volume of ads seen per hour on Amazon Prime has increased 53%.
“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,” says Ampere’s Guy Bission. “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.”
In April, data released by Digital-I showed Amazon’s move to convert its existing subscriber base on an ad tier – rather than launch a new tier at a lower pricepoint – has created an instant advertising marketplace.
Some 88% of subscribers to Amazon Prime Video are doing so through an ad-supported tier.
