TLDR
- Amazon introduces a 67% price adjustment for ad-free Prime Video, moving from $2.99 to $4.99 monthly
- Prime Video Ultra represents the rebranded premium tier, debuting April 10, 2026
- Enhanced capabilities include 5 simultaneous streams (versus 3 previously), 100 downloads (versus 25 previously), plus dedicated 4K/UHD and Dolby Atmos access
- Base Prime membership pricing remains stable at $14.99/month or $139/year
- Annual subscribers to Ultra receive a 23% reduction at $45.99/year compared to monthly billing
Amazon plans to increase pricing for its commercial-free streaming option. Beginning April 10, 2026, U.S. customers seeking ad-free Prime Video access will pay $4.99 monthly, compared to the current $2.99 rate. This represents a 67% price adjustment.
The offering receives fresh branding as well. Amazon introduces “Prime Video Ultra” as the official name, creating clearer differentiation from the standard Prime Video service included with regular Prime memberships.
Amazon positions the increased cost alongside expanded functionality. Ultra subscribers receive up to five simultaneous streams, compared to three under the previous model. Download limits increase to 100 titles for offline viewing, up from 25, while 4K/UHD streaming and Dolby Atmos audio become Ultra-exclusive features.
Standard Prime membership costs remain unchanged. Members continue paying $14.99 monthly or $139 annually for Prime Video inclusion. The base package now includes Dolby Vision support and four concurrent streams, an upgrade from three.
Amazon provides annual billing for Prime Video Ultra subscribers at $45.99 yearly. This equals approximately $3.83 monthly — a 23% reduction compared to month-to-month payments.
What Prime Membership Still Covers
Prime members choosing the base tier continue viewing ad-supported content. HD and HDR streaming remains available, including the newly introduced Dolby Vision capability. Download limits expand to 50 titles (from 25), while concurrent streams increase to four.
Amazon enhances the standard tier while repositioning premium capabilities under the Ultra brand.
Amazon began incorporating advertisements into Prime Video during early 2024. The decision triggered subscriber criticism and prompted a class-action lawsuit from members. Courts ultimately dismissed that legal challenge.
Amazon’s latest earnings disclosure revealed Prime Video reached an average ad-supported viewership exceeding 315 million globally. This compares to 200 million viewers in April 2024 — representing 57% growth within one year.
The Ad Business Behind the Move
Advertising revenue continues expanding for Amazon. The company generated $68.6 billion in ad sales during 2025, reflecting 22% year-over-year growth. Amazon ranks third in digital advertising market share, trailing Google and Meta.
Higher ad-tier viewership increases inventory value for advertisers. Positioning the ad-free option at a premium price point maintains a robust ad-supported viewer base.
Amazon has withheld specific subscriber counts for the current ad-free tier. The company confirms overall Prime membership continues growing.
The pricing update applies exclusively to U.S. customers initially. Amazon has yet to announce international expansion timelines.
Prime Video Ultra becomes available April 10, 2026, priced at $4.99/month or $45.99/year.
