Key Takeaways
- Prime Video’s ad-free option jumps to $4.99 monthly from the current $2.99—a significant $2 hike
- Amazon debuts “Prime Video Ultra” as the new premium tier name, rolling out April 10, 2026
- Enhanced features include 5 simultaneous streams (versus 3 previously), 100 offline downloads (versus 25), and dedicated 4K/UHD with Dolby Atmos access
- Standard Prime subscriptions maintain their current pricing at $14.99 monthly or $139 annually
- Annual Ultra subscribers pay $45.99/year, saving 23% compared to monthly billing
Amazon has announced a substantial price adjustment for its commercial-free streaming option. Beginning April 10, 2026, U.S. customers wanting to skip advertisements on Prime Video will pay $4.99 monthly—a jump from the current $2.99 rate. This represents a 67% increase.
Alongside the pricing change, the company is introducing fresh branding. The ad-free tier will now be called “Prime Video Ultra,” creating clearer differentiation from the standard streaming service included with basic Prime membership.
According to Amazon, the higher price point brings enhanced functionality. Ultra subscribers will enjoy up to five devices streaming simultaneously, compared to the previous three-device limit. Offline viewing capacity expands dramatically to 100 downloads from just 25, and users gain exclusive access to 4K/UHD resolution plus Dolby Atmos sound technology.
Regular Prime membership fees remain unchanged. Customers continue paying $14.99 monthly or $139 yearly for their subscription, which bundles Prime Video access. The baseline package has also received improvements—now offering Dolby Vision support and four concurrent streams instead of three.
Those willing to pay upfront can secure Prime Video Ultra for $45.99 annually. This translates to roughly $3.83 each month—delivering 23% savings over month-to-month payments.
Standard Prime Features After the Change
Members staying with the basic tier will continue encountering advertisements. They can still stream in HD and HDR formats, now enhanced with Dolby Vision capability. Download limits increase to 50 titles (from 25), and streaming capacity rises to four simultaneous devices.
Essentially, Amazon is enhancing its basic offering while repositioning premium capabilities under the Ultra branding at a higher price point.
Prime Video began showing advertisements in early 2024. The decision triggered significant customer complaints and even resulted in a class-action lawsuit from unhappy subscribers. Courts ultimately dismissed that legal challenge.
During its latest earnings announcement, Amazon revealed that Prime Video reaches an average ad-supported viewership exceeding 315 million people worldwide. This marks substantial growth from 200 million reported in April 2024—representing 57% expansion in less than twelve months.
Advertising Revenue Strategy
Amazon’s advertising division continues expanding rapidly. The corporation generated $68.6 billion in ad revenue throughout 2025, representing 22% year-over-year growth. Amazon now ranks third in digital advertising, trailing only Google and Meta.
Maintaining a substantial ad-viewing audience increases the value of advertising slots. By pricing the ad-free experience at a premium level, Amazon ensures most users remain on the ad-supported tier.
Amazon hasn’t revealed specific subscriber counts for its current ad-free option. The company notes that overall Prime membership continues experiencing growth.
This pricing restructure currently affects only U.S. customers. Amazon hasn’t announced when or if international markets will see similar changes.
Prime Video Ultra becomes available April 10, 2026, priced at $4.99 monthly or $45.99 annually.
Get 3 Free Stock Ebooks
Discover top-performing stocks in AI, Crypto, and Technology with expert analysis.
- Top 10 AI Stocks - Leading AI companies
- Top 10 Crypto Stocks - Blockchain leaders
- Top 10 Tech Stocks - Tech giants
