Introduction

Amazon Prime Video occupies a unique position in the streaming landscape—it's simultaneously one of the most accessible services (bundled with Prime membership) and one of the most complex to evaluate. What began as a simple add-on to Amazon's delivery service has evolved into a major streaming platform featuring acclaimed originals like 'The Boys,' 'Clarkson's Farm,' and 'The Rings of Power.' However, recent changes including the introduction of ads to the base tier and premium features locked behind additional fees have complicated its value proposition. Is Prime Video still worth it in 2025, or has Amazon's strategy made it less competitive against dedicated streaming services?

Pricing Analysis

Prime Video's pricing structure reflects Amazon's broader ecosystem strategy rather than pure streaming competition. At £8.99 monthly (or £95 annually), the base Prime membership includes Prime Video with limited ads, plus free delivery, Prime Music, Prime Reading, Amazon Photos, and exclusive shopping deals. This bundled approach makes direct streaming comparisons challenging—you're paying more than Netflix Basic (£4.99) or Disney+ (£4.99), but receiving significantly more services.

The complication comes with Amazon's addon strategy. To remove ads and unlock Dolby Vision, you'll need the £2.99 monthly 'Ad Free' addon, bringing your total to £11.98—closer to Netflix Standard territory but without the same content depth. Amazon also offers numerous channel addons including MGM+ (£5.99), Paramount+ Standard (£7.99), and Apple TV+ (£8.99), allowing you to build a comprehensive entertainment package through one interface, though oddly not all tiers are available compared to standalone apps.

For users who regularly use Amazon's delivery services, Prime Video represents excellent added value. However, as a standalone streaming service, the £8.99 price point feels inflated when ads are included, especially compared to Netflix's ad-supported tier at £4.99 or Disney+'s ad-free experience at the same price.

Content Quality

Prime Video's content strategy has matured significantly, producing genuinely excellent originals that compete with premium networks. 'The Boys' redefined superhero television, 'Clarkson's Farm' became a cultural phenomenon, and 'The Rings of Power' represents one of television's most ambitious productions. Other standouts include 'Jack Ryan,' 'Reacher,' 'The Marvelous Mrs. Maisel,' and 'Good Omens'—content that justifies the platform's existence beyond its delivery service origins.

However, the broader content library feels somewhat random and inconsistent. While drama series score highly (9/10 in our analysis), and action movies perform well (8/10), other categories like horror (6/10) and arthouse films (4/10) lag significantly. The service excels in mainstream entertainment but lacks the curatorial focus of Netflix or the brand consistency of Disney+. International content is decent, with strong Hindi content (8/10) and solid English-language offerings (8/10), but French content (6/10) and specialized genres remain underdeveloped.

The inclusion of ads on the base tier particularly impacts content immersion, interrupting dramatic moments and thriller suspense. This feels especially jarring given the higher price point compared to other ad-supported services.

Technical Features

Prime Video's technical implementation has improved considerably over time, though it still trails Netflix and Disney+ in user experience polish. The platform supports 4K Ultra HD (8/10) and HDR (7/10) across a substantial content library, with good bitrates and broad device compatibility. However, premium features like Dolby Vision require the additional ad-free addon, which feels restrictive compared to competitors who include these features in their standard tiers.

Device support is excellent, with native apps across virtually all smart TV platforms (9/10), polished mobile apps (9/10), and reliable web browser access (9/10). Casting support via Chromecast and AirPlay works seamlessly (8/10), and the service allows three simultaneous streams (7/10)—a reasonable middle ground for most households.

User experience remains a mixed bag. While the interface has improved significantly, navigation feels less intuitive than Netflix's recommendation engine or Disney+'s brand-focused approach. Multiple user profiles work adequately (7/10), and parental controls are functional (7/10), but content discovery could be more sophisticated. The integration of rental/purchase options (9/10) is seamless, offering one of the industry's most comprehensive transactional libraries.

Pros and Cons

Final Verdict

Amazon Prime Video in 2025 represents a service in transition—no longer the simple streaming bonus it once was, but not quite the focused entertainment platform its competitors have become. For existing Prime members who value fast delivery and the broader ecosystem benefits, Prime Video remains excellent added value despite its limitations. The original content quality has reached genuinely impressive heights, with series that rival premium networks.

However, as a standalone streaming choice, Prime Video faces significant challenges. The introduction of ads at a premium price point, combined with additional fees for features competitors include standard, makes the value proposition questionable. The service works best as a 'dip-in' platform—you'll discover great content occasionally, but it's unlikely to become your primary streaming destination.

Prime Video is ideal for Amazon ecosystem users who want solid streaming as part of a broader package, and for viewers who prioritize specific original series. However, those seeking the most comprehensive, user-friendly, or cost-effective streaming experience will likely find better value elsewhere. It's a good service that's part of a great overall package, rather than a great streaming service in its own right.