Amazon (AMZN) Stock — Prime Video Just Got Pricier. Here’s What You Get

TLDR

• Amazon is raising the price of its ad-free Prime Video tier from $2.99 to $4.99/month, a $2 increase
• The new tier is being rebranded as “Prime Video Ultra,” launching April 10, 2026
• Ultra adds features: 5 concurrent streams (up from 3), 100 downloads (up from 25), and exclusive 4K/UHD + Dolby Atmos
• The base Prime membership ($14.99/month or $139/year) stays the same price
• An annual Ultra plan will be available at $45.99/year, a 23% discount off the monthly rate

Amazon is raising the price of its ad-free streaming tier. Starting April 10, 2026, the option to watch Prime Video without ads will cost $4.99 a month in the U.S., up from $2.99. That’s a 67% price increase.

The tier is getting a new name too. Amazon is rebranding it as “Prime Video Ultra,” which gives it a cleaner distinction from the standard Prime Video benefit that comes with a regular Prime membership.

Amazon.com, Inc., AMZN

Amazon says the price hike comes with more features. Subscribers to Ultra will get up to five simultaneous streams, up from three. They’ll also get 100 downloads for offline viewing, up from 25, plus exclusive access to 4K/UHD streaming and Dolby Atmos audio.

The standard Prime membership price is not changing. Members still pay $14.99 a month or $139 a year and get Prime Video included. That base plan now also gets Dolby Vision and four concurrent streams, up from three.

For members who want to commit annually, Amazon is offering Prime Video Ultra at $45.99 per year. That works out to about $3.83 a month — a 23% saving versus paying monthly.

What Prime Membership Still Covers

Prime members who don’t pay for Ultra will still see ads. They can stream in HD and HDR, including newly added Dolby Vision support. They’ll also now get 50 downloads (up from 25) and four concurrent streams.

So Amazon is quietly upgrading the base tier while pushing the premium features upmarket under the Ultra label.

Amazon introduced ads to Prime Video in early 2024. When it did, it sparked backlash and even a class-action lawsuit from subscribers. That lawsuit was later dismissed.

Amazon said in its most recent earnings report that Prime Video had an average ad-supported audience of more than 315 million viewers globally. That’s up from 200 million as of April 2024 — a 57% jump in under a year.

The Ad Business Behind the Move

Advertising is a growing business for Amazon. The company reported $68.6 billion in ad revenue for 2025, up 22% year over year. It sits third in the digital ad market behind Google and Meta.

The more viewers watching with ads, the more valuable that inventory becomes. Pricing out casual ad-avoiders to a higher tier keeps that ad-supported audience large.

Amazon has not disclosed how many subscribers currently pay for the ad-free option. The company did say overall Prime membership numbers continue to grow.

The price change applies to U.S. customers only at this stage. No international rollout dates have been announced.

Prime Video Ultra goes live on April 10, 2026, at $4.99/month or $45.99/year.

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