Amazon Prime has announced that starting April 9, it will incorporate ads into its streaming content, though viewers in Luxembourg, Belgium, and the Netherlands will initially be exempt from this change.

According to a press release issued by Amazon Prime, the streaming giant will start including ads in its films and series as of 9 April this year. However, until further notice, this change will not affect the current Amazon offers in Luxembourg, Belgium, and the Netherlands.

Users can upgrade their subscriptions for an additional €1.99, which will get rid of the new ads.

Amazon has defended its decision by saying that it wants to continue investing into exciting content in the future. Seeking to appease customers, the company has also promised that its advertising rate will stay below the average of television and alternative streaming sites.

It remains uncertain if or when Amazon will introduce ads in Luxembourg.