Amazon ends Freevee in the UK

Amazon plans to remove Freevee from UK devices and fold its catalogue into Prime Video, affecting how viewers access the service.

Amazon shuts Freevee in the UK and moves its content to Prime Video

Amazon has announced that Freevee will be removed from devices including Fire TV Sticks, Roku and Apple TV in the United Kingdom, with August 31, 2025 set as the final date. People who still use the Freevee app on phones or tablets will need to switch to Prime Video to continue watching Freevee titles, either for free with ads or as part of a Prime subscription. A warning message within the Freevee app confirms that Prime Video is the new exclusive home for Freevee TV shows, movies and Live TV.

Freevee began in 2019 as IMDb Freedive, later rebranding and expanding as a free, ad-supported option to lure viewers toward Amazon’s broader ecosystem. It offered thousands of titles and several popular originals, while also serving as a pathway to Prime Video. Amazon says the shutdown is a simplification of its offerings, concentrating content into a single app and a single ad-supported viewing experience for those who don’t subscribe to Prime.

The move signals a shift in Amazon’s streaming strategy toward consolidation. By folding Freevee into Prime Video, the company reduces platform fragmentation and aims to stabilize revenue with a single ad-supported entry. It also reflects a broader trend as ad-supported models face pressure from competing FAST services and changing viewer habits. The decision could be seen as part of a broader effort to streamline costs and focus on a unified user experience.

For viewers, the change could mean a smoother library inside one ecosystem, but it raises questions about access and control. Will non-Prime members encounter more friction, or will the ad-supported option persist in a clearer, labeled form on Prime Video? Advertisers and regulators may watch closely to see how ad labeling and exposure change when a standalone free service is bundled into a paid platform. The move hints at Amazon prioritizing simplicity over separate brands, and it could presage similar consolidations at a time when streaming fatigue is real.

Highlights

The landscape of free viewing is evolving, and audiences will decide what sticks.