Amazon (AMZN) Stock: Prime Video Ultra Launches with 67% Price Hike

Quick Summary

• Amazon’s ad-free Prime Video option is jumping from $2.99 to $4.99 monthly—a $2 price bump
• The service gets a rebrand to “Prime Video Ultra” and debuts on April 10, 2026
• Enhanced perks include: 5 simultaneous streams (versus 3), 100 offline downloads (versus 25), plus 4K/UHD and Dolby Atmos exclusivity
• Standard Prime subscription ($14.99 monthly or $139 annually) remains unchanged
• Yearly Ultra subscription available for $45.99, offering 23% savings compared to monthly billing

Amazon is implementing a significant price adjustment for its commercial-free streaming service. Beginning April 10, 2026, U.S. subscribers who want to skip advertisements on Prime Video will need to pay $4.99 monthly, a jump from the current $2.99 rate. This represents a 67% price escalation.

Alongside the pricing change, the service receives a brand refresh. Amazon has renamed this offering “Prime Video Ultra,” creating clearer differentiation from the ad-supported streaming service bundled with standard Prime memberships.

Amazon.com, Inc., AMZN

According to Amazon, the increased cost accompanies expanded capabilities. Ultra subscribers will enjoy up to five devices streaming simultaneously, compared to the previous three-device limit. Additionally, they’ll access 100 titles for offline viewing instead of 25, alongside exclusive 4K/UHD resolution and Dolby Atmos sound technology.

The core Prime membership fee remains stable. Subscribers continue paying $14.99 monthly or $139 yearly while receiving Prime Video access. This standard package now includes Dolby Vision support and four simultaneous streams, upgraded from three.

Those preferring annual billing can purchase Prime Video Ultra for $45.99 yearly. This translates to approximately $3.83 monthly—representing a 23% discount against the month-to-month pricing.

What Standard Prime Still Includes

Prime subscribers who decline the Ultra upgrade will continue encountering advertisements. Their streaming quality remains HD and HDR, with the recent addition of Dolby Vision capability. They’ll now receive 50 downloadable titles (increased from 25) and access to four concurrent streams.

Essentially, Amazon is enhancing its basic offering while repositioning premium capabilities under the Ultra branding at a higher price point.

Amazon incorporated advertising into Prime Video during early 2024. The decision triggered subscriber frustration and prompted a class-action lawsuit from customers. That legal challenge was subsequently thrown out.

In its latest financial disclosure, Amazon revealed Prime Video averaged over 315 million ad-supported viewers worldwide. This marks substantial growth from 200 million viewers reported in April 2024—a 57% surge in less than twelve months.

The Advertising Strategy at Play

Advertising represents an expanding revenue stream for Amazon. The corporation generated $68.6 billion in advertising income throughout 2025, climbing 22% compared to the previous year. Amazon ranks third in digital advertising markets, trailing only Google and Meta.

Maintaining a larger ad-viewing audience increases the platform’s advertising value. By setting a premium price for ad removal, Amazon ensures its ad-supported viewer base remains substantial.

Amazon hasn’t released figures showing how many subscribers currently purchase the ad-free tier. The company has confirmed that overall Prime membership continues expanding.

This pricing adjustment currently affects only U.S. customers. Amazon hasn’t announced expansion timelines for other markets.

Prime Video Ultra becomes available April 10, 2026, priced at $4.99 monthly or $45.99 annually.

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