Amazon is rebranding its ad-free video streaming offer as Prime Video Ultra and increasing the price of the service.
Prime Video’s Ad Free subscription will become Prime Video Ultra on 10 April 2026 in the US, priced at $4.99 a month, up from $2.99 a month. This is on top of the usual Amazon Prime subscription.
The new Ultra subscription will include up to five concurrent streams, up from three. It will also allow up to 100 downloads, up from 25, and exclusive access to 4K/UHD streaming.
In a statement, Prime Video said: “Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch. Prime members will continue to enjoy the core Prime Video benefit, including HD/HDR and now Dolby Vision, at no additional cost with their Prime membership.”
The move comes just over two years after Amazon began a major push into video advertising, placing ads on all Prime Video content.
It is expected that the changes will be rolled out in international markets at a later date.
A regular Prime subscription remains at $14.99 a month, or $139 a year.
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