New Amazon Prime Video rules and viewers rage 'it is out of control'

Furious Amazon Prime members have raged the app is "out of control" after a controversial update. Amazon Prime, which is the home to the likes of the Boys, Fallout, The Summer I Turned Pretty and more, has left fans fuming - with users saying the app is "now worthless".

The company recently started featuring ads on Prime Video content. One user fumed: "Last night I was forced to watch 9 ads in a row. Repeatedly. My bf and I discovered if you pause a show, an ad will pop up and bounce around the screen.

"Then when I resumed, it played 3-4 ads. I paused right after them to speak to my bf and when I resumed, it gave me 3-4 more ads!! Anytime you rewind, pause, or fast forward, 3-4 more ads. They want you to pay more for the luxury of not having ads, but that seems like cheap behavior to me.

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"Looking at the prime video reviews, it seems a LOT of 1 stars are coming in, mostly about the ads. I really hope they dial it back a bit. It's just out of control." A second said: "It's become a common thing for many streaming apps to play ads after resuming from pause.

"I think they've figured out that you're going to actually be sitting there when you resume and are more likely to watch the ads." Another typed: "You pay $99 a year for something that includes ad-free streaming and 2 day shipping.

"Then over three years they increase the price to $139, the 2 day shipping is 4 days 50% of the time, and the streaming is now 50% intrusive ads that make you want to watch something else.. Would you pay *more* for a service that is *worse* than it used to be?"

Another fumed: "All you have to do is forget about any PRIME content, like series. No ads on movies that are rented & paid for-you own that content. Or just use apps-fire stick is best for accessing them. Impossible to escape the paid apps, sad. But you can cancel/re-enroll if you get sick of the monthly charges. For sports, our son just cancels when his teams are out of season, then re-enrolls on Hulu."