Amazon announced that its ad-free Prime Video add-on will be rebranded as Prime Video Ultra, introducing a new subscription tier priced at $4.99 per month in the U.S. starting April 10, 2026.
The new Prime Video Ultra subscription replaces the service’s existing ad-free option and includes several enhanced features designed to improve the viewing experience for customers who prefer an uninterrupted streaming environment.
According to the company, the core Prime Video benefit will remain included with a Prime membership, which currently costs $14.99 per month or $139 per year in the U.S. The company said there will be no change to the price of the overall Prime membership.
Prime Video Ultra will offer expanded capabilities compared with the previous ad-free tier. The new plan will support up to five simultaneous streams, an increase from three, and allow up to 100 downloads for offline viewing, up from 25 previously. It will also provide exclusive access to 4K/UHD streaming along with Dolby Atmos audio.
Customers using the standard Prime Video benefit included with Prime will continue to have access to HD and HDR streaming as well as Dolby Vision support. They will also be able to download up to 50 titles for offline viewing and stream on up to four devices simultaneously.
The company said the new pricing structure reflects the investments required to deliver ad-free streaming with premium features, while giving customers flexibility in how they watch content.
Prime Video’s catalog will continue to include Amazon MGM Studios originals such as Fallout, Reacher, The Boys, and The Lord of the Rings: The Rings of Power, along with live sports programming including the NFL, NBA, WNBA, NASCAR, NWSL, and The Masters.
Prime Video Ultra will initially be available only in the United States.
KEY QUOTE:
“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.”
Amazon Staff, Amazon Newsroom
