Amazon is rebranding its ad-free Prime Video option as "Prime Video Ultra" and increasing the monthly price from $2.99 to $4.99, effective April 10, 2026. The updated tier, currently for U.S. subscribers, will also include enhanced features. An annual plan will be available for $45.99.
The Ultra plan boosts the number of simultaneous streams from three to five and increases offline downloads from 25 to 100 titles. Subscribers to this tier will also get exclusive access to 4K/UHD streaming and Dolby Atmos audio. The standard Prime Video service, which includes ads, remains unchanged as part of the core Prime membership.