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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Amazon's Ad-Free Prime Video Plan Will Now Cost $2 More In US— Here's What To Know - Amazon.com (NASDAQ:AMZN), Walt Disney (NYSE:DIS)
Amazon is raising the price of its ad-free Amazon Prime Video tier to $4.99 per month starting April 10, rebranding it as "Prime Video Ultra," as rivals including Netflix, The Walt Disney Company and Paramount Global also push streaming price increases. Importance Rank: 1
Amazon Raises Price Of Ad-Free Prime Video Plan, Tags “Ultra” Onto Brand Name
Amazon is increasing the price of its ad-free video streaming of, along with rebranding it as Prime Video Ultra. The move comes a little more than two years after the tech giant began a major push into video advertising, placing ads on all Prime Video content. Unlike rivals giving subscribers a choice of ad-free plans or cheaper tiers with ads, Amazon defaulted to ads for all subscribers to Prime, allowing an opt-out for an extra premium. Init…
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