Amazon - Prime Video’s ad free subscription becomes Prime Video Ultra for $4.99 a month

Amazon has announced a rebranding of its Prime Video Ad Free subscription to Prime Video Ultra, effective April 10, 2026, with a monthly price of $4.99 in the U.S. The new subscription offers enhanced features, including up to five concurrent streams (previously three), 100 offline downloads (up from 25), and exclusive access to 4K/UHD streaming. Existing Prime members can continue accessing core Prime Video benefits—such as HD, HDR, and Dolby Vision—without additional cost as part of their $14.99/month or $139/year membership according to Amazon.

The Ultra subscription targets users seeking ad-free streaming with premium features, aligning with industry trends where competitors like Netflix and Disney+ offer tiered pricing models. Annual plans for Prime Video Ultra will cost $45.99, a 23% discount compared to the monthly rate, appealing to long-term subscribers. Notably, the service remains U.S.-exclusive, and live sports or select content may still include ads.

For non-Prime members, standalone Prime Video remains available at $8.99/month, though it lacks the expanded streaming and download limits of Ultra. Analysts suggest the move reflects Amazon's strategy to diversify revenue streams while maintaining flexibility for users to choose between bundled and standalone options. The rebranding underscores the growing competition in the streaming sector, where enhanced resolution and ad-free experiences are becoming differentiators.

Consumers should note that 4K/UHD and Dolby Atmos features depend on device compatibility and internet bandwidth requirements. The update positions Amazon to compete with services like Apple TV+ and Paramount+, which also emphasize high-resolution content and multi-device support.