And if they run the Prime tier ads like they've been running the Freevee tier ads, for me, that means "forget about it".
Freevee ads, last time I could bring myself to try a show on it, are copious, inserted willy-nilly into the show often at very awkward and disruptive moments, with no forewarning... AND, the quality of the ads and their copy/content is crap. Not just lots of very disruptive ads, but offensive ones.
Louis Rossman has a recent YouTube video on the severely declining quality of the physical products you find on (U.S.) Amazon. It really helped crystallize for me in my own mind what's been happening there. He can't find a decent electrical butt joint to, well, as you see from his demonstration, potentially save his life (versus the Chinese crap e.g. starting a fire that takes it).
This move is just one more step -- far down the road -- towards Amazon becoming an outright sewer.
I'm supposed to pay $130 ($150?...) a year, for THIS?!
(And by the way, 2 day delivery is a farce now. A few things are quicker, and many are... the opposite.)
Anyway, I'm looking at a set of "Magnum PI" DVD's I just picked up used, because Freevee has had the streaming rights bound up for the last year or a bit more, and I literally cannot watch the show together with their ads. I'll take the downgrade in image quality over putting up with them.
Oh, and if you want Magnum on Blu-ray? You have to pony up the better part of $200 for one of the remaining European box sets. Then purchase a "gray" modded Blu-ray player. Or rip them. Or... that other thing.
F--- the entire "entertainment industry". Once it transitions from creativity to the intellectual property portion of its function, it's just a monster.
P.S. Although I don't regularly survey all the offerings, the only ad-based streaming whose ad delivery I've been able to tolerate is Tubi. They've been increasing the quantity of ads -- sigh -- but you still get a 10 second warning, and the ads I see largely I do not find comparatively offensive. (And those shite/exploitative online gambling ads seem to be in decline -- yay!)
Plus, Tubi overall has a comparable if not better catalog, these days.
So maybe I'll just tell Amazon to stuff it. If I'm going to have ads, Tubi does that better, anyway. (Although I do hate making Fox, now its owner, any money, even such indirect, advertising-based money.)
The same with Google and Facebook.
There is a reason Google can't do AI and Facebook can't launch hardware. It is a natural evolutionary process in the lifespan of a business organism.
This is startup opportunity and where the next companies are made.
Companies like Valve are the only exception because they have hacked this natural law.