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Emma Roth
Have you seen more ads on Prime Video lately?

In an email to an ad buyer seen by Adweek, Amazon said it has “gradually increased” its ad load to four to six minutes per hour — double the two to three-and-a-half breaks it touted when rolling out ads in January 2024.

Kelly Day, the vice president of Prime Video International, said last year that the streaming service launched with a lighter ad load to give viewers a “gentle entry into advertising.”

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