Amazon Prime Video will start showing ads on Jan. 29

(CNN) – Amazon Prime customers can mark Jan. 29 on their calendars for the beginning of ads while watching their favorite shows and movies.

The company initially announced the plans to bring commercials to Prime Video earlier this fall.

Amazon said at the time, the ads will allow them to “continue investing in compelling content and keep increasing that investment over a long period of time.”

Customers do have the option of paying an additional $2.99 per month if they want to continue to watch Prime Video without seeing the commercials.

Other streaming platforms, such as Netflix, Hulu and Disney Plus, have already introduced a tiered subscription model.