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Amazon Prime Video ads are about to get more intrusive

Illustration of Amazon’s wordmark on an orange, black, and tan background made up of overlapping lines.
The new Prime Video ad formats will arrive sometime later this year. | Illustration by Alex Castro / The Verge

It’s barely been four months since Amazon placed ads in its Prime Video streaming service, but the retail giant is already introducing more annoying promotional tactics — such as displaying ads whenever someone hits the pause button.

On Tuesday, Amazon announced it will roll out three new ad formats for Prime Video later this year to tempt subscribers to purchase promoted items while watching content. Shoppable carousels will soon appear during ad breaks in shows and movies that present viewers with a “sliding lineup” of products they can buy on Amazon. That essentially makes this an ad within another ad, and it even “automatically pauses” if interacted with to give viewers time to browse.

TV shows, movies, and live sports will also…

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