Amazon Prime customers in the UK will have to pay from next week to avoid advertisements in the programmes they are watching.
Prices for those wanting to avoid ads are rising by £2.99 a month from 5 February.
A subscription currently costs £8.99 a month or £95 a year, which also includes the parcel delivery option, but from Monday uninterrupted viewing will cost £11.98 a month or £130.88 a year.
Details of how ads will be shown and if they will be before or during programmes have not been released but Amazon said there will be “meaningfully fewer ads than ad-supported TV channels and other streaming TV providers”.
US subscribers have had to pay for ad-free viewing since 29 January.
Prime rival Nextflix introduced advertising and a premium-add free package across its network over a year ago, which alongside a clampdown on shares subscriptions and new content has seen the number of customers storm ahead.