Amazon is increasing the price of its ad-free Prime Video option in the United States and rebranding the tier as Prime Video Ultra.
From April 10, 2026, US customers wanting to watch Prime Video without advertising will pay $4.99 (€4.58) a month on top of their Prime membership. The ad-free option previously cost $2.99 (€2.74) a month.
The new Prime Video Ultra tier will also add extra features, including up to five concurrent streams, up from three, up to 100 downloads for offline viewing, compared with 25 previously, and exclusive access to 4K/UHD streaming. It means 4K will now be removed from the standard tier.
Although no announcement has been made, it’s likely the Ultra tier and an equivalent pricepoint will be rolled out to other markets later in the year.
Amazon said the revised tier reflects the investment needed to support ad-free viewing with additional premium features and brings the service more closely into line with rival streamers.
Prime members in the US currently pay $14.99 (€13.74) a month or $139 (€127.49) a year for the wider Prime subscription, which includes the standard version of Prime Video with advertising.
Amazon said both Prime Video and Prime Video Ultra will continue to include Amazon MGM Studios originals such as Fallout, Reacher, The Boys, The Lord of the Rings: The Rings of Power and The Summer I Turned Pretty, along with films including Heads of State, Red One, Road House and The Accountant 2.
In the United States, Prime Video also carries exclusive live sports including the NFL, NBA, WNBA, NASCAR, NWSL and The Masters.
