Starting April 10th, Amazon’s ad-free Prime Video subscription will be rebranded as Ultra as its price increases to $4.99 per month from the current $2.99. Once it launches, it will also be the “exclusive” way to access 4K/UHD streaming, removing 4K streaming access from Prime subscribers who don’t pay extra.
Paying the extra five bucks for Ultra will also get you support for up to five simultaneous streams and up to 100 downloads, as well as access to both Dolby Vision HDR and Dolby Atmos audio. There are upgrades for Prime subscribers without Ultra after April 10th that will bring Dolby Vision (in 1080p) back after Amazon removed it from the plan in 2024, plus increases for both downloads (going up to 50 from 25) and simultaneous streams (going up to four from three).
The price increase comes two years after Amazon switched all users on Prime Video — which comes as a perk with a standard Amazon Prime subscription — to an ad-supported plan and began charging extra for commercial-free streams. Since then, Amazon, like many other streamers, has been spending heavily to broadcast live events and sports like the NFL and NBA, and in its blog post says putting premium features in ad-free streaming “requires significant investment,” adding that the structure “aligns with other major streaming services.”
Update, March 13th: Highlighted 4K streaming changes and Prime subscription updates.
