Amazon has announced a price hike for its ad-free Prime Video subscription, raising it from $3 to $5 per month starting April 10. The change introduces a new 'Prime Video Ultra' tier that includes 4K UHD streaming, which will no longer be available in the standard ad-supported version. This affects US customers who subscribe through Prime membership or standalone plans.
Amazon revealed on March 13 that it will launch Prime Video Ultra on April 10, replacing the existing ad-free tier for US subscribers. The new subscription costs $5 per month, an increase of $2 from the previous $3 fee added to Prime memberships or standalone plans. Prime membership, which includes ad-supported Prime Video, is $15 per month or $139 annually, while a standalone Prime Video subscription is $9 per month.
Under the changes, Prime Video Ultra provides access to 4K UHD content and Dolby Atmos audio, features that will be removed from the standard tier. It also boosts downloads from 25 to 100 and simultaneous streams from three to five. The ad-supported tier gains Dolby Vision support, four concurrent streams (up from three), and 50 downloads (up from 25), but loses 4K capabilities that were previously available to all Prime Video users.
An annual Prime Video Ultra plan is available for $46 for those with yearly Prime memberships. Amazon noted that ads may still appear on live TV, events, and certain add-on content. "Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch," the company stated in its announcement.
This follows Amazon's introduction of ads on Prime Video in January 2024, with ad loads increasing over time. For context, ad-free Netflix with 4K support costs $25 per month, and Disney+ with 4K is $19 per month. The move comes amid recent price increases by other streamers like Apple TV+, Disney+, and HBO Max.
