Amazon Rebrands Ad-Free Tier as Prime Video Ultra, Raises Price
Amazon will rebrand its ad-free Prime Video tier as Prime Video Ultra, increasing the monthly fee and reserving 4K and Dolby Atmos for the new tier starting April 10.
USA TODAYAmazon raises price for ad-free Prime Video. See by how much.
GizmodoAmazon Is Jacking Up the Price on Prime Video Without Ads
ARS TechnicaSubscribers to Amazon Prime Video with ads lose 4K support on April 10
CNETAmazon to Increase the Price of Ad-Free Prime Video Streaming
CNBCAmazon to hike price of ad-free Prime Video tier by $2 a month
Overview
Amazon said on March 13 it will rebrand its ad-free Prime Video tier as Prime Video Ultra and raise the monthly fee to $4.99 to $5 starting April 10.
Starting April 10, Prime Video Ultra will be required to access 4K and Dolby Atmos on supported titles, removing 4K from the default ad-supported Prime Video tier.
Analysts questioned whether charging for ad-free streaming would prompt Prime members to drop subscriptions, and a class-action lawsuit over the ad rollout was dismissed last year, according to reporting.
Prime Video maintained an average ad-supported audience of more than 315 million viewers worldwide, up from 200 million in 2024, Amazon said.
Prime Video Ultra will offer five simultaneous streams and up to 100 downloads, and the ad-supported tier will increase to four concurrent streams and 50 downloads, Amazon said.
Analysis
Center-leaning sources present this report neutrally: they relay Amazon's announcement with factual details (prices, feature changes, migration for existing customers) and include the company's caveat about ads on live events. Editorial language is non-evaluative, perspectives balanced, and reporting centers on product specifics rather than taking a stance.
FAQ
Prime Video Ultra, the rebranded ad-free tier, will cost $4.99 per month or $45.99 annually, starting April 10, 2026.
Prime Video Ultra provides ad-free viewing, exclusive 4K/UHD streaming, Dolby Atmos, up to five simultaneous streams, and up to 100 downloads.
The ad-supported tier now supports up to four concurrent streams (up from three), 50 downloads (up from 25), and Dolby Vision, but is restricted to HD quality without 4K.
No, the standard Amazon Prime membership fee remains $14.99 per month or $139 annually; Prime Video Ultra is an additional add-on.
The previous ad-free Prime Video subscription cost $2.99 per month.
