Amazon Video Announces Prime Video Ultra: A Premium, Ad-Free Experience
For Prime Video users in the U.S., the streaming landscape is about to shift. Amazon is introducing a new tier, Prime Video Ultra, for those who prefer an ad-free viewing experience. Launching on April 10, 2026, this premium option will come with a monthly price tag of $4.99.
What Does Prime Video Ultra Offer?
Prime Video Ultra isn’t just about removing ads. It’s a comprehensive upgrade that includes several key benefits:
- Ad-Free Streaming: Enjoy your favorite shows and movies without interruptions.
- Increased Concurrent Streams: Up to five devices can stream simultaneously (previously three).
- Expanded Offline Downloads: Download up to 100 titles for offline viewing (previously 25).
- Exclusive 4K/UHD Access: Immerse yourself in stunning visual quality with 4K/UHD streaming.
The Evolution of Amazon Video’s Ad Policy
Previously, Amazon charged an additional $2.99 per month for ad-free Prime Video. This change followed the introduction of advertisements into the standard Prime Video service in January 2024. The move towards a tiered system aligns Amazon Video with other major streaming platforms, offering customers greater flexibility in how they consume content.
“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,” Amazon stated in its announcement. “Prime members will continue to enjoy the core Prime Video benefit, including HD/HDR and now Dolby Vision, at no additional cost with their Prime membership.”
Cost Considerations
It’s important to note that the $4.99 monthly fee for Prime Video Ultra is in addition to the existing Prime membership cost, which currently stands at $14.99 per month or $139 per year in the U.S.
What Content is Included?
Both the ad-supported Prime Video and the ad-free Prime Video Ultra will continue to offer access to a vast library of content, including Amazon MGM Studios originals like critically acclaimed series such as “Fallout,” “Reacher,” “The Boys,” “The Lord of the Rings: The Rings of Power,” and “The Summer I Turned Pretty.” The catalog also includes popular movies like “Heads of State,” “Red One,” “Road House,” and “The Accountant 2.” Furthermore, Prime Video in the U.S. provides exclusive live sports coverage from the NFL, NBA, WNBA, NASCAR, NWSL, and The Masters, alongside a wide selection of licensed films and shows.
Legal Challenges and the Road to Ultra
Amazon faced a class-action lawsuit from customers who felt misled by the introduction of ads. However, a federal judge dismissed the suit in July 2025, ruling that the addition of ads wasn’t a price increase but rather a “benefit modification” permissible under the subscriber agreement. This legal outcome paved the way for the introduction of the more clearly defined tiered system with Prime Video Ultra.
Stay tuned for further updates on Amazon Video and the rollout of Prime Video Ultra!
Learn more about streaming services: The Verge
