Amazon Prime getting ads next month, or pay for ad-free streaming (NASDAQ:AMZN)

Ads are coming to Amazon (NASDAQ:AMZN) Prime video as of January 29.

The ecommerce and streaming giant announced earlier this year that it would start incorporating advertising into movies and television series, The Verge reported.

“This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time,” the company said in an email to customers about the “limited advertisements.”

“We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. No action is required from you, and there is no change to the current price of your Prime membership.”

Don’t like ads? You can pay $2.99 a month to avoid them.

Amazon Prime costs $14.99 a month or $139 annually.

“Live event content such as sports, and content offered through Amazon Freevee will continue to include advertising,” the company said.

Amazon joins Netflix (NASDAQ:NFLX) and other streaming services in implementing ads as they seek to boost revenue. In November, Netflix said it had reached 15 million global monthly average users for its ad-sponsored tier.