Quote:While services like Netflix or Disney+ give its customers options, pay less and get ads when using the service, or pay more and get no ads, Amazon took a different route. It enabled ads for all Prime Video subscribers. Those who did not want to see ads had to pay for an add-on to remove them again, or cancel their subscription.

Now, Amazon is working on bringing new ad formats to Prime Video. The report comes from  Broadband TV News, a UK-based magazine.

Amazon plans to launch three new formats for viewers in the UK. Some of these are already used in the United States, and there is a good chance that they will come to other regions in the near future.

Here are the three new formats:

• Interactive ads: this advertisement includes an interactive element that allows watchers to add an item shown in the ad to their Amazon shopping basket.
  
• Pause ads: whenever the viewer pauses a stream, an ad is shown on the pause screen.
  
• Carousel ads: may show different products or features. Users may scroll through them using their remote.
  

Amazon is pushing the integration of its core business with Prime Video to increase margins. Subscribers who do not want these have just a few, legal, options to deal with it. Either pay extra to get rid of advertisement on Amazon Prime or unsubscribe. Clearly, the move is going to drive some subscribers to taking a liking to free options that may not be legal in all regions.

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