Amazon Prime Video Ads: Subscribers Lose Dolby Features

Amazon stirred the waters on January 29 by introducing ads within the Prime Video experience for subscribers.

While the company had announced this move as a means to invest in content, it failed to mention that opting for the ad-supported tier would entail the loss of Dolby features.

This change was first brought to light by German tech publication 4kfilme and subsequently confirmed by Forbes.

Forbes tested the impact by streaming an episode of Jack Ryan encoded with Dolby Vision HDR video and Dolby Atmos sound on a compatible TV.

Interestingly, the Dolby features indicators were absent when using an ad-supported account but appeared as usual for ad-free accounts.

This means that subscribers who wish to retain access to Dolby Vision and Atmos features without interruptions from ads will need to pay an additional $3 per month on top of their subscription fee.

Notably, Forbes also found that ad-free accounts still retain access to HDR10+, a technology similar to Dolby Vision.

Unsurprisingly, subscribers expressed dissatisfaction with this change, leading to a proposed class action lawsuit against Amazon in a California federal court.

The lawsuit accuses Amazon of deceptive practices and violating consumer protection laws.

It argues that subscribers who have already paid for a year-long Prime subscription expect an uninterrupted viewing experience, as promised by Amazon.

The proposed class action seeks at least $5 million in damages and requests an injunction to prevent Amazon from engaging in deceptive conduct.

This legal action underscores the discontent among Prime Video subscribers and highlights the importance of transparency and consumer rights in subscription services.