Katarzyna Petru
The introduction of ads to the basic Amazon Prime Video plan has sparked serious controversy in Europe. In early 2024, Amazon changed its subscription model in several countries, including Germany, adding ad breaks to the standard package. To watch content uninterrupted, users must pay an additional fee of about 3 euros per month. This solution differs from the strategy adopted by platforms like Netflix and Disney+, which introduced separate, cheaper ad-supported plans. In Germany, the change faced exceptionally strong opposition. The matter has gone to court and could have serious financial consequences for the company.
Court on the Side of Consumers
In December 2025, a Munich court ruled that the introduction of ads without the explicit consent of users could violate consumer rights. The German consumer organization Verbraucherzentrale Bundesverband argues that subscribers should have access to an ad-free version at no additional cost. Amazon announced an appeal, but the ruling became an impetus for further legal action.
Class Action Lawsuit and Billion-Euro Claims
A class action lawsuit is currently forming, which has already been joined by over 200,000 users in Germany. They are demanding a refund of 2.99 euros for every month since the introduction of advertisements. With an estimated number of over 20 million Prime subscribers in this country, potential costs for Amazon could reach billions of euros. Additional claims also include the return of profits generated from the airing of advertisements.
The dispute over advertisements on Prime Video may impact Amazon's future strategy in Europe. If the courts uphold decisions unfavorable to the company, the model of introducing ads without changing the price of the base plan may be undermined. This is a matter that goes beyond one country and could shape the way streaming platforms operate across the region.
source: 4KFilme, Consumer Center Federal Association
