If you’re an Amazon Prime video customer, more ads are coming your way.

Earlier this year, Amazon announced that ads would be coming to its Prime Video service unless you paid $2.99 ​​per month to unsubscribe. At the time, Amazon called the ads “limited” and noted that viewers would see “meaningfully fewer ads than linear TV and other streaming TV services.”

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According to Kelly Day, Amazon’s vice president of Prime Video International, that experiment worked so well that it is being expanded.

Speaking to the Financial Times, Day said Amazon will “ramp up” its advertising program and offer even more space to buyers in 2025. Amazon’s initial foray into advertising was “very light,” Day added. For example, there are no breaks in the middle of a program.

However, it is not clear exactly how many ads there will be, or whether any ads will appear that interrupt the content.

Day didn’t say how many customers moved to the ad-free tier, but it was under 20%, a number that some analysts said was a possible target.

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Amazon isn’t the only one adding more ads. Netflix dropped its cheapest ad-free plan last year, and other streaming platforms like Disney+, Hulu, Max and Paramount+ have added ad-supported tiers.

Why is Amazon introducing more ads? Customers tolerated the first round. Customer churn, Day said, or the number of customers who canceled after January’s ad influx, was “much, much less than expected.”

Among the new commercials, says Amazonconsist of shoppable ads that let you view and purchase multiple related products, interactive pause ads (like what just showed up on YouTube) that let you interact with brands while your content is on hold, and interactive trivia ads that let you use Amazon Shopping credits and unlock other rewards. These ads will be present on both mobile devices and traditional TVs.