Amazon Prime Video advertisements are about to get extra intrusive

Illustration of Amazon’s wordmark on an orange, black, and tan background made up of overlapping lines.
The brand new Prime Video advert codecs will arrive someday later this yr. | Illustration by Alex Castro / The Verge

It’s barely been 4 months since Amazon positioned advertisements in its Prime Video streaming service, however the retail large is already introducing extra annoying promotional techniques — akin to displaying advertisements each time somebody hits the pause button.

On Tuesday, Amazon introduced it’s going to roll out three new advert codecs for Prime Video later this yr to tempt subscribers to buy promoted objects whereas watching content material. Shoppable carousels will quickly seem throughout advert breaks in reveals and flicks that current viewers with a “sliding lineup” of merchandise they’ll purchase on Amazon. That primarily makes this an advert inside one other advert, and it even “mechanically pauses” if interacted with to offer viewers time to browse.

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