Prime Video Restricts 4K and Ad-Free Streaming to New $4.99/Month Ultra Plan in the US

Amazon will soon make ad-free viewing on Prime Video more expensive in the US. On April 10, 2026, a new $4.99/month Prime Video Ultra add-on will replace the existing $2.99/month ad-free subscription in the country, and it will now be required to watch Prime Video content in 4K.

“The new Ultra subscription will deliver enhanced features including up to five concurrent streams (previously three), up to 100 downloads (previously 25), and exclusive access to 4K/UHD streaming,” the company said today. The base ad-supported Prime Video service is also getting better with Dolby Vision support, 50 downloads (up from 25), and 4 concurrent streams (up from 3), but it’s now restricted to HD quality.

Amazon justified its new price structure with the costs of running a streaming service and what its competitors are doing in that space. “Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch,” the company said.

Amazon’s new Prime Video Ultra add-on will also be available for $45.99 per year, a 23% discount compared to the monthly rate. That’s still on top of an Amazon Prime subscription ($139 annually), Prime members in the US will soon need to pay $184.99 a year to get the best Prime Video experience. Lastly, the company mentioned that “Live TV and events, like sports, and other select ad-supported content and subscriptions may still include ads with Prime Video Ultra.”