Michael Goldstein, DDB North America’s Heads of Communication and Strategy, offered his opinions on Prime Video’s new ad format where viewers will be introduced to ‘interactive pause ads,’ in an effort to to boost overall Amazon purchases and sales.

In an article published by Morning Brew, Michael acknowledges that Amazon can strategically separate itself from competitors as it uniquely owns a marketplace; however, he cautions the streaming service should not go overboard with the advertisements. He says: “The danger there is that they then dilute and weaken the products, which increases churn as people leave because they’re not happy with what they’re getting.”

We have to wonder: even though strategic, does this offer a stronger user experience than the traditional ad break? Read more here.