Katarzyna Petru
The introduction of ads to the basic Amazon Prime Video plan has sparked serious controversy in Europe. At the beginning of 2024, Amazon changed its subscription model in several countries, including Germany, by adding ad breaks to the standard package. To watch content without interruptions, users need to pay an additional approximately 3 euros per month. This solution differs from the strategy adopted by platforms like Netflix or Disney+, which introduced separate, cheaper ad-supported plans. In Germany, the change has faced particularly strong opposition. The matter has gone to court and could have serious financial implications for the company.
Court on the side of consumers
In December 2025, a Munich court ruled that introducing advertisements without the explicit consent of users could violate consumer rights. The German consumer organisation Verbraucherzentrale Bundesverband argues that subscribers should have access to an ad-free version without additional charges. Amazon announced an appeal, but the ruling became a catalyst for further legal action.
Class Action and Billion-Dollar Claims
A class action is currently being formed, with over 200 thousand users in Germany joining it. They are demanding a refund of 2.99 euros for every month since the introduction of ads. With an estimated number of over 20 million Prime subscribers in the country, the potential costs for Amazon could reach billions of euros. Additional claims also include a refund of profits generated from the airing of ads.
The dispute over ads on Prime Video could impact Amazon's future strategy in Europe. If the courts uphold decisions unfavourable to the company, the model of introducing ads without changing the price of the base plan could be called into question. This is an issue that goes beyond one country and could shape the way streaming platforms operate across the region.
source: 4KFilme, Consumer Central Federal Association
