Beginning April 10, Amazon will implement a price increase for its ad-free Prime Video service, raising the monthly fee from $3 to $5 for subscribers. This change coincides with the introduction of a new subscription tier called Prime Video Ultra.
The Prime Video Ultra tier will enhance the service by allowing up to five simultaneous streams and increasing the number of permitted downloads from 25 to 100. Currently, ad-free Prime Video is included with Amazon’s Prime membership, which starts at $15 per month.
As of the new pricing date, users will need to subscribe to Prime Video Ultra to access content in 4K resolution and utilize Dolby Atmos audio. The existing ad-free tier will still support Dolby Vision and allow up to four simultaneous streams, an increase from the previous limit of three, along with 50 downloads.
For context, ad-free streaming options from competitors include Netflix, which charges $25 per month for 4K support, and Disney+, which offers a similar service for $19 per month.
Amazon’s announcement noted that providing ad-free streaming with premium features necessitates significant investment. The company aims to align its pricing structure with other major streaming services while offering customers flexibility in their viewing options.
It is important to note that Amazon introduced ads to Prime Video for all subscribers in January 2024, unless they opted to pay the additional $3 monthly fee. Since then, the frequency of ads has reportedly increased, with a June 2025 report indicating that Prime Video’s ad load reached six minutes per hour, compared to an average of two to three-and-a-half minutes across other platforms.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
