For a platform that once sold itself as “all-in-one,” Prime Video now feels like a broken promise wrapped in a premium price tag.
Once upon a time, Amazon Prime was a no-brainer. One subscription meant faster deliveries, decent original shows, and most importantly, everything included. But fast forward to 2025, and the cracks are more than visible. And at the centre of this discontent? Rent.
Today, nearly half of Prime Video’s catalogue sits behind an additional paywall. Want to watch a new release? Pay ₹199. An old favourite? That’ll be ₹129. Even with your Prime subscription, you’re asked to pay more for content already sitting in the app, it’s frustrating, it’s confusing, and frankly, it feels dishonest.
What makes it worse is the presentation. The rented titles are not tucked away in a separate section, they’re mixed in with everything else. You click, you get excited… then you hit a paywall. It’s a bait-and-switch that leaves a bad taste.
And if that wasn’t enough, Prime is now lacing its “included” content with advertisements, unless you shell out ₹699 more per year. That means you’re paying more, watching less, and still seeing ads.
The value proposition is collapsing. Premium pricing with delayed deliveries, sub-par streaming quality, and now, the audacity to charge rent inside a paid platform?
It’s no wonder users are walking away. Because at this point, Prime doesn’t feel like a service, it feels like a slow, expensive scam.
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