Los Angeles, United States
News Desk | Entertainment
Amazon is introducing a higher-priced ad-free tier for its streaming service, rebranding the option as Prime Video Ultra and raising the monthly fee in the United States beginning April 10, according to company announcements and media reports. The move expands features for subscribers who want commercial-free viewing while keeping the standard Prime Video service bundled with Amazon Prime membership unchanged.
The new Ultra plan will cost $4.99 per month on top of the regular Amazon Prime membership, replacing the existing $2.99 ad-free upgrade. Amazon said the change reflects increased investment in streaming content and infrastructure, including live sports and original programming.
Under the updated structure, Ultra subscribers will gain several expanded features, including support for up to five simultaneous streams, downloads for up to 100 titles, and access to 4K and Ultra HD content with Dolby Vision HDR and Dolby Atmos audio. These capabilities were previously more widely available but will now be tied specifically to the new premium tier.
Prime Video’s standard plan, which remains included with Amazon Prime membership, will continue to feature advertising for most content. It will be limited to 1080p streaming but will offer improvements such as four simultaneous streams and an increased offline download limit, according to company statements.
The adjustment comes roughly two years after Amazon introduced advertising across Prime Video, allowing users to pay an additional fee to remove commercials. Industry analysts say the shift mirrors a broader trend across streaming services, many of which have introduced ad-supported plans alongside higher-priced ad-free tiers.
Amazon has also continued expanding its content lineup in 2026, with new series and films debuting on the platform, including crime drama Scarpetta and upcoming original titles scheduled throughout the year, according to company announcements.
The company has not announced whether the Ultra tier or similar pricing changes will be rolled out internationally, though analysts say global adjustments remain possible as streaming platforms seek new revenue sources.
ALSO READ: Severe Weather Forces School Closings And Delays Across Multiple U.S. Regions
