Amazon Prime Video Launches New Ad-Free Subscription in India: Pricing and Key Details

Amazon has confirmed that starting June 17, 2025, advertisements will be introduced on its Prime Video content in India. While this change was anticipated since last year, it marks a major shift in how Amazon delivers its video streaming experience to Indian users. Customers will now encounter “limited ads” on movies and shows—unless they opt to pay extra for an ad-free upgrade.

Ad-Free Experience Now Comes at an Additional Cost

To maintain affordability for standard Prime subscribers, Amazon has launched an optional ad-free add-on subscription. Priced at ₹129 per month or ₹699 annually, this add-on will supplement the existing Prime membership, which currently costs ₹1,499 per year. This means users wanting an uninterrupted streaming experience will now need to pay more.

Although the new ad-free tier is set to launch on June 17, it has not yet appeared on Amazon’s official subscription page. However, Amazon has started notifying users about the change via email.

Amazon's Justification: Investing in Content

In its communication to customers, Amazon said:
"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 TV channels and other streaming services."

This statement highlights Amazon’s goal of maintaining a strong content library while minimizing ad interruptions—an attempt to justify the new monetization approach.

Amazon Aligns With Industry Trends

Amazon's decision aligns with a growing trend among global streaming platforms. Competitors like Disney+ Hotstar already offer a tiered subscription model based on ad support. For instance:

• Disney+ Hotstar’s Premium (mostly ad-free) plan costs ₹299/month, ₹499/3 months, or ₹1,499/year.

• Their ad-supported plan starts at ₹149/3 months or ₹499/year.

However, even the Premium tier on Disney+ Hotstar shows ads during live events like sports, which can be a sticking point for some users.

Netflix Stays Clear of Ads—For Now

In contrast, Netflix remains committed to offering an entirely ad-free experience. Its plans range from:

• ₹149/month for mobile-only access,

• ₹199/month for Basic,

• ₹499/month for Standard, and

• ₹649/month for Premium, which includes 4K resolution and streaming on up to four devices.

Netflix’s clean, uninterrupted viewing experience may become more appealing to Prime Video users who are unwilling to pay extra for ad-free content.

What About Prime Lite Subscribers?

Amazon also offers a budget-friendly "Prime Lite" plan in India, which includes access to Prime Video with 720p resolution and advertisements. However, it's currently unclear whether the newly introduced ad-free upgrade will be compatible with the Lite version.

Impact on Indian Streaming Market

As India’s OTT landscape becomes more competitive, Amazon’s ad-supported shift may influence user behavior and subscription preferences. With viewers now expected to pay an additional amount for uninterrupted content, some may migrate to platforms like Netflix or even consider Hotstar’s plans, depending on their viewing habits.

Although Amazon has promised fewer ads than conventional television or rival services, it remains to be seen whether that promise will be enough to retain existing subscribers or attract new ones.

Conclusion: The End of Ad-Free Streaming Under Standard Prime

Amazon Prime Video’s new policy officially ends the era of completely ad-free content under the base Prime plan in India. Starting June 17, users will need to weigh the benefits of paying extra for an ad-free experience or adapting to the new norm of limited advertisements.