Amazon is making a significant shift in its streaming service by rebranding its ad-free tier as Prime Video Ultra. This change, effective April 10, 2026, comes with a notable price increase from $2.99 to $4.99 per month, marking a 67% jump in subscription costs.
The rebranding and price hike are part of Amazon’s strategy to enhance its streaming offerings. Prime Video Ultra will allow subscribers to enjoy up to five simultaneous streams, an increase from the previous limit of three. Additionally, users will have access to 100 downloads, up from 25, and exclusive 4K/UHD streaming capabilities.
Amazon first introduced ads on its Prime Video service in 2024, a move that was met with mixed reactions from subscribers. The company has since seen a 22% rise in advertising revenue year over year, reaching $68.6 billion in 2025, indicating that the ad-supported model has been lucrative for the company.
Amazon’s average ad-supported audience has grown to over 315 million viewers globally, showcasing the platform’s expanding reach. However, the introduction of ads has led to concerns among users who prefer ad-free viewing experiences.
In a statement, Amazon explained, “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.” This suggests that the company is positioning itself competitively in the crowded streaming market.
The price change for Prime Video Ultra is seen as a push towards an ad-supported future, as the company aims to balance its revenue streams. Critics argue that this move comes two years after Amazon controversially switched all Prime members to ads by default, which was initially framed as a necessary step to continue investing in compelling content.
As the streaming landscape evolves, Amazon’s decision to enhance its ad-free tier while increasing prices raises questions about subscriber retention and satisfaction. The company may face challenges in convincing users to accept the new pricing structure, especially those who have grown accustomed to the previous rates.
Details remain unconfirmed regarding how existing subscribers will transition to the new pricing model and whether any additional benefits will be offered to long-term users. As the launch date approaches, further developments are expected to clarify these uncertainties.
