The rage has been reignited among some Amazon Prime Video users after the streaming service revealed it is expanding one of its most despised features.
Prime Video has some of the best TV shows you can watch right now. Whether its the debut season of Fallout or the return of Clarkson's Farm for season three, the content is top notch.
And with The Boys returning for its new season on 13 June, millions will be continuing to tune in to the streaming service offered by one of the world's richest men, Jeff Bezos.
It's been a period of positive public relations for Amazon's venture in to supplying on-demand TV and film following on from a period of annoyance for its subscribers.
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Back in February, the Prime Video viewing experience changed forever when Amazon introduced adverts for the first time in the United Kingdom.
This was the expanded across Europe in April, with Prime Video customers in France, Italy, and Spain being slapped with adverts on the content they were watching.
The only way to keep the viewing experience the same was to pay an extra £2.99 a month to stay ad-free; something that would take a full Amazon Prime membership north of a tenner a month if taken up.
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Currently, it costs £8.99 for a full Amazon Prime membership with adverts and £5.99 for just Prime Video with ads.
Well, the Prime Video future is truly embracing adverts with the company expanding how and when adverts appear when you're watching content on the streaming platform.
According to reports, Amazon will now bring in three kinds of adverts dubbed 'shoppable carousel ads, interactive pause ads, and interactive brand trivia ads'.
The advert expansion means viewers will be encouraged to shop and buy actual products during the adverts that already exist on the content they are watching.
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If you interact, the advert will stop until you decide you no longer are interested.
Amazon says: "The ad automatically pauses so that customers can browse, and automatically resumes play when ad interaction has stopped."
But more than that, pausing your show or film will now bring up further adverts.
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Amazon says such as occasion will bring up a 'translucent ad featuring brand messaging and imagery, along with an 'Add to Cart' and 'Learn More''.
One Reddit user didn't take news of the changes well, writing: "Sometimes I pause so I can read something that’s on screen. F**k me, right?"
Another sarcastically posted: "You can still pause and read something on the screen. It'll just be an ad."
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A third wrote: "Ads have huge profit margin, this will be very profitable for Amazon."
And a fourth said: "Amazon just keeps getting worse and worse."
Amazon was approached by LADbible for comment.
Topics: Amazon, Amazon Prime, Money, Reddit, Social Media, TV, TV and Film, Technology, Shopping
Tom Earnshaw