Prime Video May Have Ads Now, But Amazon Won't Shut Down Freevee

Rumors are swirling regarding Amazon's intentions for its ad-supported streaming service, Freevee, in light of recent changes to Prime Video. According to a February 21 report by Adweek, a pair of unnamed sources suggested Amazon might "sunset" Freevee, potentially before a key advertiser event in late April. However, Amazon says it has no plans to shut down Freevee.

With the launch of ads on Prime Video last month, speculation has been mounting about Amazon's strategic direction, even though the decision was addressed during Amazon's fourth-quarter earnings call. Earlier this month, CFO Brian Olsavsky informed Wall Street analysts that executives are pleased with the initial results of the move, considering it (via Deadline) "an important part of [Prime's] total business model."

According to Adweek's sources, Freevee is anticipated to sunset "in the coming weeks."

Amazon has now refuted Adweek's report, asserting Freevee's continued importance. In a statement issued to Variety, an Amazon rep insisted, "There are no changes to Freevee… Amazon Freevee remains an important streaming offering providing both Prime and non-Prime customers thousands of hit movies, shows, and originals, all for free."

Originally launched as IMDb Freedive in January 2019, rebranded as IMDb TV, and later as Freevee, the service offers a mix of original and licensed content, with series including Jury Duty and Bosch: Legacy. Additionally, Freevee features select Prime Video originals for free viewing.