Amazon is updating its ad-free streaming offering by introducing Prime Video Ultra, a new subscription tier designed for viewers who want to watch content on Prime Video without advertisements. The move formalizes and expands the platform’s ad-free option while also introducing updated pricing and subscription choices for users.
A New Premium Ad-Free Tier
Prime Video Ultra will officially launch on April 10, offering subscribers the ability to remove advertisements from their streaming experience for an additional $4.99 per month. The new plan is not a standalone service; users must already have either a Prime membership or a Prime Video subscription to access it.
Currently, the Prime Video benefit is included within Amazon’s broader Prime membership, which costs $14.99 per month or $139 per year. With the introduction of Prime Video Ultra, customers who want to watch Prime Video without ads will need to add the $4.99 monthly upgrade on top of their existing subscription.
Amazon is also offering a discounted yearly option for customers with an annual Prime membership. These users can choose the Prime Video Ultra annual plan priced at $45.99, which represents approximately a 23 percent discount compared to paying the monthly rate.
The updated structure gives viewers more flexibility in choosing whether they want the standard ad-supported experience or a premium ad-free version.
Why Amazon Is Making The Change
The launch of Prime Video Ultra reflects a growing trend in the streaming industry. Many major platforms have introduced ad-supported tiers in recent years as companies look for new revenue streams while keeping subscription prices relatively stable.
By offering both ad-supported and ad-free options, Amazon can serve a broader range of customers. Viewers who want to keep costs low can continue using the ad-supported version, while those who prefer uninterrupted streaming can pay an additional fee for the premium experience.
For Amazon, the strategy also helps balance rising content production costs while maintaining competitive pricing within the crowded streaming market.
What do you get with Prime Video Ultra?
There are a few differences between the usual Prime Video tier (with ads) and the Amazon Ultra tier. The basic subscription only allows 100 downloads for offline viewing and limits streaming to 4 screens, while the Ultra package enables 100 downloads and five streaming screens. Another crucial difference is that Prime Video Ultra is currently limited to subscribers in the US only.
More importantly, benefits such as 4K/UHD content, and Dolby Atmos audio output are now locked to the Prime Video Ultra tier. Dolby Vision and HDR content output is available across both tiers of Prime Video. Likewise, all the licensed catalog of films and TV shows, as well as originals such as “Fallout,” “Reacher,” and “The Boys,” will be available for all subscribers.
What It Means For Viewers
For Prime members and Prime Video subscribers, the introduction of Prime Video Ultra provides more control over how they watch content. Users who find advertisements disruptive during movies or TV shows now have the option to remove them for a relatively small monthly fee.
The new pricing structure also highlights the value proposition of Amazon’s broader Prime ecosystem. Since Prime Video remains included with a full Prime membership, subscribers still receive additional benefits such as free shipping, gaming perks, and exclusive deals alongside the streaming service.
Those who prefer a yearly payment option may find the $45.99 annual plan attractive, particularly since it offers a 23 percent savings compared to paying monthly.
What Comes Next For Prime Video
The introduction of Prime Video Ultra may signal further changes to Amazon’s streaming strategy as the company continues to compete with services such as Netflix, Disney+, and Max.
As streaming platforms experiment with different subscription models, additional tiers and pricing structures could emerge in the future. Amazon is also expected to continue investing heavily in original programming and exclusive content to attract new subscribers.
For now, Prime Video Ultra gives viewers a clearer choice between a lower-cost ad-supported experience and a premium ad-free option – allowing them to tailor their streaming setup to match their viewing preferences.