Amazon rebrands ad-free subscription to Prime Video Ultra with price hike and 4k streaming

Amazon has announced that its ad-free Prime Video subscription in the United States will be rebranded as Prime Video Ultra starting April 10, 2026. This shift brings a price increase, with the monthly fee set to rise from the current $2.99 to $4.99 for users who want an ad-free experience.

Along with the rebrand and price hike, Prime Video Ultra will provide several enhanced features. Subscribers will be able to stream content on up to five devices at the same time, a jump from the previous limit of three. The tier will also increase the maximum number of content downloads to 100, up from 25. Exclusive access to 4K and ultra-high-definition (UHD) video quality will only be available on the Ultra tier.

Addressing the change, Amazon cited the increased cost of delivering premium, ad-free streaming and pointed out that the new structure brings Prime Video pricing in line with other major platforms. While these adjustments take effect, current Prime members will keep their core Prime Video benefits, including HD, high dynamic range (HDR), and Dolby Vision streaming, at no extra charge.

The new plan follows Amazon’s earlier shift to make the standard Prime Video experience ad-supported, requiring an added fee for ad-free viewing. This development comes as part of a broader industry trend, with services like Netflix, HBO Max, Apple TV, Paramount+, Disney+, and Crunchyroll raising prices in recent years.