Amazon Raises Price Of Ad-Free Prime Video Plan, Tags “Ultra” Onto Brand Name
By Dade Hayes
Published on March 13, 2026.
Amazon is increasing the price of its ad-free video streaming service, Prime Video, to $4.99 per month and rebranding it as Prime Video Ultra. The move comes after the company began a major push into video advertising, placing ads on all Prime Video content. The new rate will take effect on April 10. The company has also increased the download capacity for both the basic Prime subscription and the new version of Prime Video will allow for 50 downloads for offline viewing, up from 25.
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