Introducing Prime Video Ultra: Elevate Your Streaming Experience with Ad-Free Viewing and Exclusive Benefits
Prime Video users in the U.S. will soon have to pay more for an ad-free streaming experience. Starting on April 10, 2026, Prime Video's ad-free subscription will be rebranded as Prime Video Ultra, priced at $4.99 per month. This new subscription tier will offer additional benefits such as up to five concurrent streams, 100 downloads for offline viewing, and exclusive access to 4K/UHD streaming.
Previously, Prime Video users had the option to pay an extra $2.99 per month to enjoy ad-free streaming. This change was implemented after Amazon introduced ads to the baseline Prime Video service in January 2024. According to Amazon, the decision to introduce the new Ultra subscription tier was driven by the need for significant investment in delivering ad-free streaming with premium features. The new pricing structure aligns Prime Video with other major streaming services while giving customers the flexibility to choose their viewing experience.
Despite the introduction of the Prime Video Ultra subscription, Prime members will still have access to core Prime Video benefits at no additional cost. This includes HD/HDR and now Dolby Vision streaming. The cost of Prime membership in the U.S. is currently $14.99 per month or $139 per year. The Prime Video Ultra subscription is an additional cost on top of the Prime membership fee.
In conclusion, Prime Video users in the U.S. will soon have the option to upgrade to the Prime Video Ultra subscription for an ad-free streaming experience with added perks. The new subscription tier reflects Amazon's commitment to providing high-quality streaming services while giving customers the choice to customize their viewing experience.