Amazon Prime Video streaming service will start showing ads to users starting from January 29, 2024, reports The Verge.

Users will be able to opt out of advertising for an additional $2.99 per month.

Amazon made this move following other companies that have also started adding ads to their cheapest plans, such as Netflix, Hulu, and others.

In the letter that users have started receiving, the company says the following:

“We are writing to you today about an upcoming change to your Prime Video experience. Starting January 29, Prime Video movies and TV shows will include limited advertisements. This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers.”