A new chapter for Amazon Prime Video: Ad-free streaming at a higher price

Starting April 10th, Amazon is set to transform its Prime Video service by introducing an ad-free tier that comes at a higher price point. The move marks a significant shift in how users can access content without interruptions or additional costs beyond their existing subscription fees.

New Ad-Free Tier: Prime Video Ultra

Amazon’s new offering, dubbed “Prime Video Ultra,” will cost $5 extra per month on top of the standard Prime membership fee. This tier promises a more premium experience with enhanced features such as five simultaneous streams and 100 downloads—up from three streams and 25 downloads currently available in ad-free Prime Video.

For those who have been enjoying ad-supported content, this change means that they will no longer be able to watch supported titles in 4K. To continue streaming at a higher resolution, users must upgrade to the new Ultra tier by April 10th. This move underscores Amazon’s strategy of gradually phasing out lower-tier options and pushing subscribers towards more robust services.

Impact on Current Subscribers

The transition is expected to affect millions of current Prime Video ad-free users, who will need to decide whether the additional $5 per month justifies their continued access. For many, this could be a challenging decision as they weigh the benefits against potential savings from maintaining their existing subscription.

However, for those seeking an uninterrupted viewing experience and more flexibility in how they consume content—such as downloading movies or streaming multiple devices simultaneously—the new Ultra tier offers compelling advantages. The upgrade not only removes ads but also enhances functionality, making it a viable option even if the price is higher than before.