Amazon Prime Video is preparing to introduce advertisements into its film and TV content in India, according to a report by TechCrunch citing an Amazon spokesperson. To avoid these ads, users will need to pay an additional fee of ₹129 per month or opt for an introductory annual rate of ₹699, on top of their existing Prime membership. This change is expected to take effect in June.

The move follows similar updates rolled out earlier in the U.S., U.K., Germany, and Canada. Many Indian subscribers have expressed frustration online, sharing screenshots of emails reportedly sent by Amazon informing them of the new ad-supported model and the option to upgrade to an ad-free experience for an extra charge.

Currently, Amazon already displays ads to some users before their content starts. Additionally, many new movie releases and certain titles are locked behind a paywall, requiring subscribers to pay separately to rent or purchase them.