On April 8, 2025, Amazon Prime Video officially launched its advertising service for Prime members in Japan, marking a significant shift in how content is delivered to subscribers. Starting today, viewers will notice limited advertisements appearing in movies and TV shows, including popular dramas and anime. This move aligns with similar strategies adopted by other streaming giants, such as Netflix, which has also introduced a cheaper ad-supported plan.
Despite the introduction of ads, Amazon has clarified that the existing membership fee for Prime members will remain unchanged. To cater to those who prefer an uninterrupted viewing experience, the company has rolled out an 'ad-free' option available for an additional monthly fee of 390 yen (approximately $3). This option allows users to stream on-demand content without the distraction of advertisements, although some promotional trailers may still appear before certain titles, albeit in a skippable format.
The implementation of ads was first announced in February 2025, and it is a strategy that has already been rolled out in other countries. Amazon stated that the ads will help fund the continued investment in compelling content, ensuring that subscribers have access to high-quality programming over the long term. "The revenue from advertisements will allow us to keep investing in attractive content and expand that investment over time," an Amazon representative explained.
In practical terms, users can easily subscribe to the ad-free option through the Prime Video website or the app on various devices, including Fire TV, smart TVs, game consoles, and set-top boxes. To sign up, users simply need to navigate to the account settings on the website or the app's settings page and select the option to register for the ad-free service. According to reports, ads displayed will typically last between 15 to 30 seconds before episodes, and during straight-through programming, skipping or fast-forwarding during ads will not be possible.
Advertisers utilizing this new platform include well-known brands such as Red Bull, Shiseido, and various financial institutions, indicating a diverse range of products being marketed to viewers. Additionally, the ad-free option is designed to be user-friendly, with a button prompting users to register for the service appearing during ad playback.
While this new advertising model has raised some eyebrows among subscribers, it reflects a broader trend in the streaming industry. As competition intensifies, companies are exploring various revenue streams to sustain and enhance their offerings. Netflix, for example, has successfully introduced its own ad-supported tier, which has been well received by budget-conscious consumers.
Amazon has assured its users that despite the introduction of ads, all other Prime benefits—such as free shipping, exclusive content on Prime Video, member-only sales events, Amazon Music, Amazon Photos, and access to e-books—will continue to be provided without any changes. The company emphasizes the value of these combined benefits, which are available for a monthly fee of 600 yen.
As the streaming landscape evolves, viewers are likely to see more companies adopting similar advertising strategies to enhance their content libraries while keeping subscription costs manageable. The introduction of ads on Amazon Prime Video is a clear indicator of this trend, and it remains to be seen how subscribers will respond to this new model.
In summary, Amazon Prime Video's advertising rollout represents a significant change in the streaming service's approach, aligning it with industry trends while also offering subscribers the choice of an ad-free experience for a small fee. As streaming services continue to innovate and adapt to market demands, viewers will need to navigate these changes to find the best viewing options that suit their preferences.
