Amazon Prime Video users may see an increase in ads while streaming videos on the platform sometime later this month. A new report suggests that Amazon will increase the ad load on Prime Video to reduce its CPM (cost per mille) and encourage advertisers to advertise more.

Amazon is now showing 4-6 minutes of advertisements per hour on its Prime Video streaming service-- double the ad load from when the companynintroduced ads in January 2024,  according to a report from ADWEEK.

Adweek first got wind of Amazon’s incoming uptick in ad spots from ad buyers, but Amazon confirmed via a spokesperson that Prime Video will increase its ad runs to “four to six minutes per hour.” That’s double what the company started with when it first added advertisements to its streaming experience back in January 2024.