Amazon has annoyed viewers across the globe in recent months after rolling out adverts to its Prime Video services. And it's now going one step further.
Alongside Netflix and Disney+, Prime Video has become a must have for millions of households across the world with the likes of The Lord of The Rings: The Rings of Power, Clarkson's Farm, Reacher, The Boys, and even live Premier League action offered up by the streaming giant.
But it's lost a fair few fans across the Western world, particularly in the United States of America, United Kingdom, Germany, Austria and Canada.
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Yep, we're on about adverts. Amazon has brought them in across these five countries, saying it is needed to 'continue investing in compelling content and keep increasing that investment over a long period of time'.
The price of subscriptions wasn't increased. But to stay ad-free you had to cough up more. In the UK, it costs you an extra £2.99 a month to remove the ads.
To stick with ads, you're talking £8.99 for the full Amazon Prime membership or £5.99 for just Prime Video.
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Amazon is now taking the situation to the next level, with it expanded across another three countries.
Starting April 9, customers in France, Italy, and Spain will begin to see limited advertisements while watching Prime Video. Advertisements won’t be included on content that is rented or purchased.
Amazon says: "This allows us to continue investing in compelling content and keep increasing that investment over a long period of time and so maintain the quality and quantity of content in Prime Video.
"We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. You can subscribe to Prime Video Ad Free through the Prime Video website."
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Fans are, once again, less than impressed. One posted on X (formerly Twitter): "Prime Video introducing adverts into from 9th of April. Looks like I'll be cancelling my subscription, already half the films I want to watch in France don't even have an English language or subtitle option anyway."
Over on Reddit, another user said: "Seems like Prime paid ads finally reached Portugal. No thank you."
Responding, another posted: "It's the same in France, another €1.99 monthly to remove ads. No thanks, I'll stop my Prime in March."
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And a fourth person wrote: "I will keep it because I have already paid the entire year. But in December I am out."
Topics: Amazon, Amazon Prime, Money, TV and Film, World News
Tom Earnshaw