Amazon Prime Video has announced that starting next year, movies and TV shows will have “limited ads”, Today reported. The new changes will take effect on January 29.

“This will allow us to continue investing in compelling content and keep increasing that investment over a long period of time. We aim to have meaningfully fewer ads than linear TV and other streaming TV providers”, the announcement stated.

Currently, no action is required by Prime Video users, and there has been no change to the subscription price yet.

However, there will be an ad-free option for an additional fee, Prime Video said.

People can use the ad-free service for an additional fee of $2.99 per month.

Users won’t be charged until Jan. 29. They will continue to be charged the additional $2.99 per month fee when they automatically renew their subscription and can cancel or change their plan at any time.

Live TV, Freevee and channel subscriptions may continue to contain advertisements.