So had on a movie today (whilst working) via Amazon Prime and when I first logged into our Amazon Prime account for streaming, I was given the option to upgrade at an additional cost or allow the option to include ads.
I selected include Amazon ads and an advertisement was shown before the movie started, for 24 seconds and I was given no option to skip the Amazon prime streaming advertisement.
Then a second advertisement interrupted the movie after about 25 minutes and the amazon advertisement lasted about 15 seconds, and again no option to skip.
I am sure Amazon will start gently with advertisements and placements / frequency etc. and increase them over time 
In a completely sane world, madness is the only freedom (J.G.Ballard).
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