The cost of watching Amazon’s Prime Video without ads is about to get more expensive—and come with a new name. The company announced Friday that it is rebranding its ad-free tier as “Prime Video Ultra” and raising the monthly price from $2.99 to $4.99, effective April 10.
The move is part of a broader strategy to monetize its streaming service more effectively, even as it adds new features and functionality to the premium offering.
What’s Changing?
| Aspect | Current Plan | New ‘Prime Video Ultra’ Plan |
|---|---|---|
| Price | $2.99/month | $4.99/month |
| Video Quality | HD (inferred) | Exclusive access to 4K/UHD streaming |
| Concurrent Streams | 3 | 5 |
| Downloads | 25 | Up to 100 |
| Name | Ad-free Tier | ‘Prime Video Ultra’ |
Effective Date: April 10, 2026
Standard Plan Also Gets Upgrades
It’s not just premium subscribers who are seeing changes. Amazon is also enhancing the standard Prime Video plan (which includes ads and is part of the Prime membership or available standalone for $14.99/month).
- Downloads: Increasing from 25 to 50.
- Concurrent Streams: Increasing from 3 to 4.
The Bigger Picture
This move by Amazon is part of a larger trend across the streaming industry. Platforms like Netflix have long used premium tiers with 4K video and other perks to encourage users to pay more. For Amazon, the addition of high-profile content like NBA games this season makes the 4K offering more attractive.
The price hike, which doubles the cost of the ad-free experience from its 2024 launch price of $2.99, underscores the pressure on all streaming services to find profitable models in an increasingly competitive and crowded market.
