A little more than a year after Amazon moved its Prime members to an ad-lite tier of its streaming video service by default, the tech giant has started increasing the amount of commercials that air before and during content.

Between April and June 2025, the volume of ads per hour on Amazon Prime Video increased by 53 percent, according to data released by Ampere Analysis on Thursday.

“Amazon’s ad load is now close to that of Warner Bros Discovery’s HBO Max. By contrast, Netflix has maintained a stable ad load and currently sits at around one-third that of Amazon,” said Guy Bisson, an analyst at Ampere who specializes in media and entertainment.

“Unilever and The Hershey Company have consistently remained in the top five advertisers by volume for Amazon, with communications, fast food, travel and rival streaming providers filling the remainder of the top slots,” Bisson said.

In April, data released by Digital-i showed that Amazon’s strategy of converting its existing subscriber base to an ad-supported experience, rather than launching a separate, lower-priced tier—has quickly created a substantial advertising marketplace.

Around 130 million streamers in the U.S. watch Prime Video content with ads, according to data released by Parks Associates in May. That same month, measurement firm Antenna released its own data that showed around 11 million Prime members are paying $3 per month or $30 per year to remove commercial interruptions from Prime Video content.