Prime Video’s Ad Free Tier Is Being Renamed Prime Video Ultra, And Increasing In Price

Streaming service price increases never stop, and the latest to see its price increase will be the ad-free version of Prime Video. The increase takes effect next month for U.S. customers, at the same time the ad-free tier undergoes a name change.

Beginning April 10, 2026, Amazon‘s ad-free Prime Video tier will be rebranded as Prime Video Ultra in the U.S. As part of the relaunch, the cost of a subscription will increase to $4.99 a month, up from its current $2.99 a month price.

It is worth keeping in mind that ad-free subscribers pay this price on top of the cost of the ad-supported version of Prime Video, as the ad-free version is only available as an optional add-on.

Essentially, all ad-free Prime Video subscribers can expect to begin paying an additional $2 each month for their subscription, beginning next month.

From Amazon’s perspective, this isn’t just an increase for the sake of an increase, as the company also plans to increase the value on offer with an ad-free subscription.

Beginning April 10, and in addition to an ad-free viewing experience, Prime Video Ultra subscribers will get access to five concurrent streams (up from three), up to 100 downloads (up from 25), and exclusive access to 4K/UHD streaming.

As the cost of the standard ad-supported Prime Video tier isn’t increasing, neither is the cost of an Amazon Prime membership, which automatically includes access to the ad-supported tier at no additional cost.

For those that pay for their Prime membership on an annual basis, the option to upgrade to the Prime Video Ultra annual plan will cost $45.99 a year.

According to Amazon, this equates to a 23% discount when compared to paying monthly for the ad-free tier.