IMDb, which is owned by Amazon, is expected to announce this week that it plans to launch an AVoD service.
It's thought the new service will be available to both Amazon Prime subscribers and users of Amazon Fire TVs. Content will include both archive TV and films.
According to CNBC, advertisements could appear between content, allowing marketers to wrap ads around an embedded video "player," similar to the experience on many web sites.
One advertising agency executive is quoted as saying Amazon will allow marketers access to its proprietary data to help target video advertising for the first time on Fire TV.
Amazon is expected to make the official announcement this week during Advertising Week in New York.