TLDR
- Amazon is elevating the cost of its ad-free Prime Video tier from $2.99 to $4.99 per month, a $2 rise
- The new tier is being rebranded as “Prime Video Ultra,” set to debut on April 10, 2026
- Ultra introduces additional features: up to 5 simultaneous streams (previously 3), 100 downloads for offline viewing (previously 25), and exclusive access to 4K/UHD streaming and Dolby Atmos audio
- The base Prime membership, which is $14.99 per month or $139 annually, remains unchanged in price
- An annual plan for Ultra will be offered at $45.99 per year, which is a 23% discount compared to the monthly rate
Amazon is boosting the cost of its ad-free streaming tier. Commencing April 10, 2026, the cost to watch Prime Video without ads in the U.S. will be $4.99 per month, up from $2.99, representing a 67% price hike.
Amazon is removing 4K streaming from Prime Video in April and placing it behind the paywall of its ad-free tier. The ad-free tier is also increasing from $3 to $5 per month
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— Culture Crave 🍿 (@CultureCrave) March 14, 2026
The tier is also getting a new name. Amazon is rebranding it as “Prime Video Ultra,” which provides a clearer separation from the standard Prime Video benefit included with a regular Prime membership.
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Amazon states that the price increase is accompanied by more features. Subscribers to Ultra will enjoy up to five simultaneous streams (previously three), 100 downloads for offline viewing (previously 25), and exclusive access to 4K/UHD streaming and Dolby Atmos audio.
The price of the standard Prime membership remains unchanged. Members still pay $14.99 per month or $139 annually and get Prime Video included. This base plan now also offers Dolby Vision and four simultaneous streams (previously three).
For members who prefer an annual commitment, Amazon is offering Prime Video Ultra at $45.99 per year, which amounts to approximately $3.83 per month — a 23% savings compared to paying monthly.
What Prime Membership Still Covers
Prime members who do not subscribe to Ultra will still encounter ads. They can stream in HD and HDR, including newly added Dolby Vision support. They will now also get 50 downloads (previously 25) and four simultaneous streams.
Thus, Amazon is subtly upgrading the base tier while positioning the premium features as upscale under the Ultra label.
Amazon introduced ads to Prime Video in early 2024. At that time, it sparked backlash and even a class-action lawsuit from subscribers, which was later dismissed.
Amazon stated in its most recent earnings report that Prime Video had an average ad-supported audience of over 315 million viewers globally. This is an increase from 200 million as of April 2024 — a 57% rise in less than a year.
The Ad Business Behind the Move
Advertising is a growing business for Amazon. The company reported $68.6 billion in ad revenue in 2025, a 22% year-over-year increase. It ranks third in the digital ad market behind Google and Meta.
The more viewers watching with ads, the more valuable that inventory becomes. Charging casual ad-avoiders for a higher tier helps maintain a large ad-supported audience.
Amazon has not revealed how many subscribers currently pay for the ad-free option. The company did state that overall Prime membership numbers continue to increase.
The price change currently applies only to U.S. customers. No international rollout dates have been announced.
Prime Video Ultra will launch on April 10, 2026, at $4.99 per month or $45.99 per year.
