In a rather unsurprising turn of events, Amazon Prime Video has announced that it will start showing advertisements in between TV shows and movies. The company’s new move aims to generate more revenue for the platform while negatively impacting the user experience.

On its support page, Amazon says that when users are watching TV shows and movies on Prime Video, they will see “limited advertisements that run before and during playback.”And while these advertisements are unskippable, Amazon says you can bypass them by signing up for the Prime Video Ad plan, which is currently available as both a monthly and yearly subscription in India.

However, despite paying to remove ads in shows and movies, Amazon says it will continue to show advertisements in “free ad-supported programming, live TV, and sports events” and continue to show promotional trailers that run before movies or TV shows, which cannot be skipped even if you are subscribed to Prime Video Ad Free. This type of content is labelled as “watch with ads” or “with ads” on the show’s detail page.

If you are tired of seeing advertisements when binge-watching your favourite show or movie, here’s how to subscribe to the Prime Video Ad Free plan and remove some ads.