Amazon is hiking the price of its ad-free Prime Video tier and giving it a new name. Starting April 10, 2026, the current “Prime Video Ad Free” option becomes Prime Video Ultra, and it will cost $4.99 per month — up from $2.99.
Existing subscribers will be automatically moved to the new plan. Their first charge at the new rate kicks in from April 19, 2026. Amazon says no action is needed to keep access, but you can cancel anytime through your account settings.
So what do you actually get for the extra money? Along with no ads, Prime Video Ultra includes 4K UHD streaming, Dolby Atmos audio, up to 100 offline downloads (up from 25), and support for five simultaneous streams instead of three.
Amazon is also offering an annual Ultra plan at $45.99 per year — which works out cheaper than paying monthly and saves subscribers around 23%.
The rebrand comes two years after Amazon first introduced ads to its standard Prime Video tier in early 2024, when subscribers had to pay extra just to remove them. Ultra now positions itself as a full premium upgrade, not just an ad-removal add-on.
The standard ad-supported version of Prime Video remains available as part of a regular Amazon Prime membership at $14.99 per month.
This is part of a wider trend across the streaming industry, where platforms are increasingly splitting their services into multiple tiers to squeeze more revenue from both ads and premium subscribers.
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