UK Prime customers, along with those in the US, Germany and Canada, will see ads early next year unless they subscribe for an "ad-free" option at an additional cost.

At the moment, a Prime subscription, which includes free one-day delivery on goods as well as access to its streaming service, costs £8.99 per month, or £95 a year, in the UK.

The company said it would get in touch with Prime members a few weeks before ads are introduced to show how to sign-up for the ad-free option if they wish to.

Live event broadcasts, like sports matches, will still include adverts even for those who sign up to the ad-free option.

Data previously released by analysts Kantar showed that people cut back on video streaming services in their droves last year as they sought out different ways to deal with the spike in the cost of living.

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