Twitch, the massive streaming service that has dominated the gaming world and how gamers consume content, has announced that its Twitch Prime membership will no longer allow ad-free viewing as one of its perks starting September 14.

The announcement has many creators and viewers uneasy, but Twitch says that the change will be beneficial for streamers by increasing their ability to grow their channels.

“This change will strengthen and expand that advertising opportunity for creators so they can get more support from their viewers for doing what they love. We want the service to remain a place where anyone can enjoy one-of-a-kind interactive entertainment, and ads allow us to continue making it the best place for creators to build communities around the things they love and make money doing it.”

Twitch says that there are still ways to watch ad-free; Viewers who have the Prime versin and subscribe to a streamer who has the ad-free option enabled on their channel will not see ads, but if you are looking for a sitewide option, you’ll have to upgrade for the more expensive Twitch Turbo membership that starts at $8.99.

Gutting ad-free viewing isn’t the only thing being taken away from gamers who pay for Twitch Prime, though. Amazon also announced today that the 20% discount on pre-ordered games is going the way of the dodo bird by August 27. So get those pre-orders out of the way while you still can.