How Amazon turned Prime Video from a perk into a frustration
Prime Video’s ad-filled future makes a Prime subscription harder to justify
Once a serious contender in the streaming wars, Prime Video is starting to feel less like a rival to Netflix and more like an extension of Amazon's storefront. While the platform still offers compelling content, its user experience has increasingly become a casualty of the company's broader ecosystem-first strategy. With aggressive advertising, cluttered interfaces, and a growing push to upsell, Prime Video today feels like a service that serves Amazon more than it serves the viewer.
