Amazon has now confirmed that it is increasing the monthly price of its ad-free Prime Video tier by $2. This move of the company is making the premium subscription more expensive for viewers who prefer uninterrupted streaming. This new change will also apply to the existing Amazon Prime subscribers in their upcoming billing cycles.
“On April 10, 2026, Prime Video’s Ad Free subscription will become Prime Video Ultra in the U.S., priced at $4.99 a month. The new Ultra subscription will deliver enhanced features including up to five concurrent streams (previously three), up to 100 downloads (previously 25), and exclusive access to 4K/UHD streaming,” said the company in a press statement.
Amazon has also detailed that the standard Prime Video plan, which now includes ads, remains bundled with the boarder Amazon Prime membership to no extra cost. The Customers who want to avoid commercials will now have to pay extra for the ad-free upgrade.
The company cited rising content costs and the need to strengthen its streaming business model. By encouraging more users to stay on the ad-supported plan, Amazon can generate additional advertising revenue while still offering flexibility for those willing to pay more for an ad-free experience.
“Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch. Prime members will continue to enjoy the core Prime Video benefit, including HD/HDR and now Dolby Vision, at no additional cost with their Prime membership,” added Amazon.
|
STREAMING OPTION/FEATURES |
PRIME VIDEO BENEFIT INCLUDED WITH A PRIME MEMBERSHIP |
PRIME VIDEO ULTRA SUBSCRIPTION |
|
Includes thousands of premium movies, TV series, and live sports from the NFL, NBA, NASCAR, and The Masters |
✔ |
✔ |
|
HD (High Definition) |
✔ |
✔ |
|
HDR (High Dynamic Range) |
✔ |
✔ |
|
Dolby Vision |
✔ (newly available) |
✔ |
|
Download capabilities (offline) |
✔ 50 downloads for offline viewing (up from 25) |
✔ 100 downloads for offline viewing (up from 25) |
|
Concurrent streams |
✔ 4 streams (up from 3) |
✔ 5 streams (up from 3) |
|
Ad-free |
– |
✔ |
|
UHD/4K |
– |
✔ |
|
Dolby Atmos |
– |
✔ |
|
Price |
The Prime Video Benefit is included with a Prime membership. Prime membership is $14. 99 a month/$139 a year. |
Starting April 10, $4. 99/month. Prime or Prime Video subscription required. Customers who have an annual Prime membership plan can also opt to switch to the Prime Video Ultra annual plan at $45. 99, a 23% discount from the monthly rate. |
