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It would appear so, yes. Prime Video’s ad load has reportedly doubled over the past several months, from about 2 to 3.5 minutes per hour at launch to roughly 4 to 6 minutes an hour in 2025. For its part, Amazon says it is “focused” on “improving ad experiences rather than simply increasing the number of ads shown.”

While most of the discounts during Prime Day will be exclusive to Prime members, we may still see other deals with no strings attached. Deals on Amazon brands are generally Prime-only, but other big brands like Samsung and Apple may open their discounts to everyone. If you’re not a Prime member yet, you can start a 30-day free trial at any time to take advantage of Prime benefits like free delivery, Prime Video, Prime Gaming, Prime Reading, and Amazon Photos. Amazon Prime normally costs $14.99 per month or $139 for a whole year.

Amazon Prime Day 2026 will kick off on June 23rd and will last through June 26th. That’s four whole days of sales, deals, and discounts for Prime members. Some of those deals may also be available to non-Prime members, but there’s no guarantee. If you want to ensure you’ll have full access, sign up for a free 30-day trial of Prime ahead of the event.

Amazon came up with Prime Day in 2015 to celebrate the company’s 20th anniversary, to reward loyal Prime subscribers, and to entice more people to sign up as Prime members themselves. Last year, we saw two different Prime Day events: the main one in July (four days) and another one in October (two days). That’s been the case every since 2022. Here’s a look back at the last several years of Prime Days and when they went live: 2025: July 8–11 and October 7–8 2024: July 16–17 and October 8–9 2023: July 11–12 and October 10–11 2022: July 12–13 and October 11–12 2021: June 21–22 2020: October