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Amazon to Increase the Price of Ad-Free Prime Video Streaming

  • On March 13, 2026, Amazon announced it is rebranding Prime Video's ad-free tier as Prime Video Ultra and raising the monthly price from $2.99 to $4.99.
  • After adding ads in January 2024, Amazon said ad-free streaming with premium features requires significant investment and the new tier takes effect April 10, 2026.
  • Prime Video Ultra includes exclusive 4K/UHD and Dolby Atmos, five concurrent streams, and 100 downloads, while Prime Video retains HD/HDR, Dolby Vision, four streams, and 50 downloads.
  • Given Prime Video's ad reach—over 315 million monthly viewers—Prime members will lose 4K streaming unless they pay $5 for Ultra, prompting legal and analyst scrutiny.
  • With competitors charging $25 and $19 for ad-free 4K, Amazon offers an annual Prime Video Ultra plan at $45.99 with a 23% discount, while standalone Prime Video costs $14.99.
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Krem2 News broke the news in Spokane, United States on Friday, March 13, 2026.
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