Amazon Prime Video Ultra: New Tier and Pricing Changes
Amazon is restructuring its Prime Video subscription tiers in the United States, introducing a new “Prime Video Ultra” plan and altering access to 4K Ultra HD streaming. These changes, effective April 10, 2026, will impact both new and existing Prime members.
Prime Video Ultra: What’s Changing?
The ad-free version of Prime Video is being rebranded as Prime Video Ultra and will cost $5 per month, an increase from the previous $3 per month. This price hike comes with additional benefits, including increased download capacity and more concurrent streams. Prime Video Ultra subscribers will be able to download up to 100 titles, compared to the previous limit of 25, and stream on up to five devices simultaneously, up from three. Engadget reports these changes are designed to offer more value to frequent viewers.
4K Streaming No Longer Included with Standard Prime
A significant change is the removal of 4K UHD streaming from the standard Prime Video tier, which includes ad-supported content. Prime members who currently enjoy 4K streaming as part of their Prime membership will now need to upgrade to Prime Video Ultra to continue accessing content in Ultra HD. TechRadar highlights this shift as a move to align with other major streaming services.
Additional Features and Considerations
With the introduction of Prime Video Ultra, Amazon is also adding Dolby Vision support for the first time. Dolby Atmos remains exclusive to the Ultra tier. The standard, ad-supported Prime Video plan will spot an increase in download capacity to 50 titles (from 25) and allow for four concurrent streams (up from three). Kotaku notes that despite losing 4K access, some improvements are being made to the base tier.
Price Increases Across the Streaming Landscape
Amazon’s price adjustments follow similar recent increases from other streaming providers, including Apple TV, Disney+, and HBO Max. This trend suggests a broader industry shift towards increased subscription costs and tiered access to features like 4K streaming.
Key Takeaways
- Prime Video Ultra will cost $5 per month and includes 4K UHD streaming, 100 downloads, and five concurrent streams.
- 4K streaming is no longer available on the standard Prime Video tier.
- Dolby Vision support is being added with Prime Video Ultra.
- Amazon is increasing download and stream limits for both the standard and Ultra tiers.