Amazon Prime Video Ultra Launches April 10, Replacing Ad-Free Tier with Fresh Features and Price

Amazon is revamping its Prime Video streaming options with the introduction of Prime Video Ultra on April 10, 2026. This new subscription tier will replace the existing ad-free option and comes with a price increase and enhanced features for users in the U.S.

What is Prime Video Ultra?

Prime Video Ultra is a premium add-on subscription for Amazon Prime members who want to stream without advertisements and access additional benefits. It will cost $4.99 per month, a price increase from the current $2.99 monthly fee for the ad-free tier [9to5Mac].

Key Features of Prime Video Ultra

• Ad-Free Streaming: Enjoy uninterrupted viewing of movies and TV shows.
• Concurrent Streams: Up to five devices can stream simultaneously, an increase from the previous limit of three [About Amazon].
• Downloads: Subscribers can download up to 100 titles for offline viewing, significantly more than the previous limit of 25 [About Amazon].
• 4K/UHD Access: Exclusive access to stream content in 4K Ultra High Definition [About Amazon].
• Dolby Vision and Dolby Atmos: Enhanced audio and visual experience with support for Dolby Vision and Dolby Atmos.

How Does This Affect Existing Prime Members?

Prime members will continue to enjoy HD/HDR and now Dolby Vision streaming at no additional cost with their standard Prime membership [Variety]. Prime Video Ultra is an optional upgrade for those seeking an ad-free experience and premium features. Customers with an annual Prime membership can also switch to an annual Prime Video Ultra plan for $45.99, a 23% discount from the monthly rate [About Amazon].

Cost Comparison

Here’s a breakdown of the different streaming options:

• Prime Video Benefit (included with Prime): $14.99/month or $139/year (includes HD/HDR and Dolby Vision)
• Prime Video Ultra: $4.99/month or $45.99/year (includes all Prime Video benefits plus ad-free streaming, 5 streams, 100 downloads, and 4K/UHD access)

Why the Change?

Amazon states that delivering ad-free streaming with premium features requires significant investment and aligns with other major streaming services [9to5Mac]. The new tiered structure aims to provide customers with flexibility in choosing how they want to watch.

Currently, Prime Video Ultra is launching only in the U.S., but Amazon may expand the service to other regions in the future [9to5Mac].