If you’re hoping to reduce any of your subscriptions for streaming services at the start of 2024, it’s not good news for Amazon Prime customers.

This is because as of February 5, there will be “limited advertisements” introduced for Amazon Prime Video in the UK.

Although Prime subscribers will be able to continue to use the service without seeing adverts, it means they will need to pay an additional £2.99 to go ad-free, Amazon said.

In an email to Prime members, Amazon said the change will “allow us to continue investing in compelling content and keep increasing that investment over a long period of time”.

It said it aims to have “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers”.

Earlier this year, the tech giant confirmed it would begin rolling out advertising on Prime Video in a number of countries, including the UK, US, Germany, Canada and others.

Money Saving Expert issues Amazon Prime Video advice ahead of February change

The changes will affect all Amazon Prime subscribers which includes new and existing monthly and annual Prime and Prime Student members, as well as those who subscribe to Prime Video only, reports Money Saving Expert (MSE).

If you are unhappy with the changes which come into force next month, the website founded by financial expert Martin Lewis has issued some advice on what customers can do.

MSE said: “Amazon Prime and Prime Video are both contract-free, meaning you can cancel at any time without penalty by visiting Amazon.co.uk and navigating to your account page.

Who is Martin Lewis?

Amazon told us that annual Prime members will be able to get a pro rata refund of their subscription fee if they decide to cancel as a result of the change.”

It added: “O2 mobile customer? You may be able to get £2 a month off an Amazon Prime subscription, which could help offset the cost of the new ad-free option.”

You can find out if you’re eligible for this here.

How much does Amazon Prime cost?

It currently costs Amazon Prime members £8.99 a month in the UK for services including next-day and same-day delivery on millions of items on the marketplace.

This also includes advert-free listening on its music streaming platform and access to original TV series and films on Prime Video.

Amazon said that price will not be changing in 2024.