Amazon explained the addition of ads to Prime Video in a September 2023 message to customers, saying that it would include “limited advertisements” so that the company could “continue investing in compelling content and keep increasing that investment over a long period of time.”

For what it’s worth, Amazon also said it aims to have “meaningfully fewer ads than linear TV and other streaming TV providers.”

Of course, Amazon buried that ad announcement under more than 300 words singing the praises of Prime Video — and the Amazon Prime service in general — lest customers think about canceling their subscriptions. (Prime Video has hit movies! Great shows! Award-winning Amazon Originals! Live sports! Amazon Prime ships more than 300 million items with free Prime shipping!)