Amazon Prime Video Ultra: New Ad-Free Tier and Price Hike Roll Out in April 2026

Amazon Prime subscribers seeking an ad-free streaming experience will face a price increase starting April 10, 2026. The tech giant announced a new “Prime Video Ultra” subscription tier, costing $5 per month, up from the previous $3 monthly fee for ad-free viewing Amazon.

What’s New with Prime Video Ultra?

The Prime Video Ultra tier offers several enhancements beyond just ad-free content. Subscribers will benefit from:

• Increased Simultaneous Streams: Up to five simultaneous streams, compared to the previous limit of three.
• Expanded Downloads: The ability to download up to 100 titles for offline viewing, a significant increase from the previous 25.
• 4K Viewing: Access to 4K Ultra HD content, previously available to ad-free subscribers, will now require the Prime Video Ultra subscription.
• Dolby Atmos Support: Immersive Dolby Atmos audio will be exclusive to Prime Video Ultra members.

Changes to the Standard Prime Video Tier

Amazon’s standard Prime Video tier, included with a Prime membership (starting at $15/month), will likewise see some improvements. Subscribers will gain access to:

• Dolby Vision Support: Continued access to Dolby Vision for enhanced picture quality.
• Increased Simultaneous Streams: Four simultaneous streams, up from three.
• Expanded Downloads: 50 downloads for offline viewing, increased from 25.

How Does Prime Video Ultra Compare to Competitors?

Amazon positions Prime Video Ultra as competitively priced within the streaming landscape. As of March 2026:

• Netflix (Ad-Free with 4K): $25/month
• Disney+ (Ad-Free with 4K): $19/month

“Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services although ensuring customers have the flexibility to choose how they want to watch,” Amazon stated in its announcement.

History of Ads on Prime Video

Amazon initially introduced ads to Prime Video in January 2024, requiring subscribers to pay an additional monthly fee to avoid them. Since then, the company has gradually increased the number of advertisements shown to users. In June 2025, reports indicated that Prime Video’s ad load reached six minutes per hour, exceeding the industry average of two to three-and-a-half minutes Amazon Prime Video.

Looking Ahead

The introduction of Prime Video Ultra reflects a broader trend in the streaming industry towards tiered subscription models. As competition intensifies, providers are increasingly offering a range of options to cater to different consumer preferences and budgets. The success of Prime Video Ultra will likely depend on whether customers are willing to pay a premium for an enhanced, ad-free viewing experience.