The days of ad-free Prime Video are coming to an end — at least at the current price point — with Amazon introducing ads in 2024.

Prime Video is one of the better TV streaming deals, giving consumers access to a wide array of ad-free programming for a yearly price that also includes free Amazon shipping. Unfortunately, the company is preparing to make a major change in 2024:

To continue investing in compelling content and keep increasing that investment over a long period of time, starting in early 2024, Prime Video shows and movies will include limited advertisements. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Ads in Prime Video content will be introduced in the U.S., U.K., Germany, and Canada in early 2024, followed by France, Italy, Spain, Mexico, and Australia later in the year. No action is required for Prime members.

Fortunately, Amazon will give users the option to opt out of the ads, although it will cost $2.99 per month to do so:

We’re not making changes in 2024 to the current price of Prime membership. We will also offer a new ad-free option for an additional $2.99 per month* for U.S. Prime members and will share pricing for other countries at a later date. We will email Prime members several weeks before ads are introduced into Prime Video with information on how to sign up for the ad-free option if they would like.