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Amazon is replacing Prime Video Ad-Free with Prime Video Ultra starting April 10, 2026. Here’s what the new $4.99 monthly plan includes and what the change means for current subscribers.
Amazon Is Changing Prime Video Ad-Free to “Prime Video Ultra” – and It Will Cost $2 More Per Month
If you currently pay extra for ad-free Prime Video, there’s an update coming soon.
Amazon recently sent out an email letting subscribers know that Prime Video Ad Free will soon become “Amazon Prime Video Ultra.” Along with the new name, the price will also be increasing.
What’s Changing?
Starting April 10, 2026, the ad-free add-on for Prime Video will officially transition to Prime Video Ultra.
The monthly price will increase from $2.99 to $4.99 per month. 😕
If you’re a Prime Annual member, you’ll also have the option to switch to an annual Ultra plan for $45.99 per year, which Amazon says saves about 23% compared to paying monthly.
The new Ultra subscription will include several upgraded features, including up to five concurrent streams (previously three), up to 100 downloads (previously 25), and access to 4K/UHD streaming.
What Does Prime Video Ultra Include?
Amazon says the new Prime Video Ultra plan will come with several upgraded features:
- Ad-free streaming – Watch Prime movies and shows without interruptions
- 4K UHD video – Higher resolution for sharper picture quality
- Dolby Atmos sound – More immersive, theater-like audio
- More downloads – Up to 100 downloads for licensed content (previously 25)
- More simultaneous streams – Up to 5 devices at once (previously 3)
When Will the Price Change?
The new $4.99/month price will take effect starting April 10, 2026, when subscriptions renew unless you cancel.
If you currently pay for ad-free viewing on Prime Video, you’ll automatically be moved to Prime Video Ultra when your subscription renews. The monthly cost will increase, but you’ll also get a few additional streaming perks.
What do you think of this change? Does it affect you?
Just another way for Amazon to gouge us. I’m canceling Amazon prime.
None of these extras are at all a bonus for us. I dont care about theater sound on a tablet… not sure we will continue either. Just sounds like they want to increase prices and throw pointless upgrades in to save face.
This may be the tipping point for us with Amazon. The upcharge ($36/year) to continue to receive video without ads was a ripoff, and combined with this new upcharge (another $36/year) represents a really significant price increase for no added value. We don’t care about any of the “upgraded” features. I have Walmart+, so we may just cancel Amazon and stick with that.