Amazon Hikes Price and Rebrands Prime Video’s Ad-Free Tier
By Alex Weprin
Published on March 13, 2026.
Amazon is increasing the cost of streaming its Prime Video service without ads to $4.99 per month, rebranding it to "Prime Video Ultra" and offering exclusive access to 4K/UHD streaming, five concurrent streams, and up to 100 downloads. The changes will go into effect on April 10. This move reflects a trend in which all major streaming platforms are seeking to monetize their offerings more effectively.
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