Amazon is updating its ad-free streaming service by introducing Prime Video Ultra, a new subscription tier designed for viewers who want to watch Prime Video’s content without ads. The move formalizes and expands the platform’s ad-free options while introducing updated pricing and subscription options for users.
New premium ad-free tier
Prime Video Ultra officially launches on April 10, giving subscribers the ability to remove ads from their streaming experience for an additional cost of $4.99 per month. The new plan is not a standalone service. Users must already have a Prime membership or Prime Video subscription to access it.
Prime Video benefits are currently included with Amazon 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 a $4.99 per month upgrade to their existing subscription.
Amazon is also offering an annual discount option to customers with an annual Prime membership. These users can opt for the Prime Video Ultra annual plan priced at $45.99, a roughly 23% discount compared to paying monthly.
The updated structure gives viewers more flexibility in choosing whether they want the standard ad-supported experience or the ad-free premium version.
Why Amazon Makes a Difference
The launch of Prime Video Ultra reflects the 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 audience. Viewers who want to keep costs low can continue to use the ad-supported version, while viewers who prefer uninterrupted streaming can pay extra for a premium experience.
For Amazon, this strategy also helps balance rising content production costs while maintaining competitive pricing in a crowded streaming market.
What do you get with Prime Video Ultra?
There are a few differences between the regular Prime Video tier (including 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 supports 100 downloads and 5 streaming screens. Another important difference is that Prime Video Ultra is currently limited to US subscribers only.
More importantly, benefits like 4K/UHD content and Dolby Atmos audio output are now locked to the Prime Video Ultra tier. Dolby Vision and HDR content output are available on both tiers of Prime Video. Likewise, the full catalog of licensed movies and TV shows, as well as originals like “Fallout,” “Reacher” and “The Boys,” will be available to all subscribers.
Impact on Viewers
For Prime members and Prime Video subscribers, the introduction of Prime Video Ultra gives you more control over how you watch content. Users who find intrusive ads during movies or TV shows can now remove them for a relatively small monthly fee.
The new pricing structure also highlights the value proposition of Amazon’s broader Prime ecosystem. Prime Video will continue to be included in full Prime memberships, so subscribers will continue to receive additional benefits like free shipping, gaming offers, and exclusive deals along with the streaming service.
Those who prefer the annual payment option may find the $45.99 annual plan attractive. Especially because it offers a 23% savings compared to paying monthly.
What’s next for Prime Video
The introduction of Prime Video Ultra could mark a further shift in Amazon’s streaming strategy as the company continues to compete with services like Netflix, Disney+, and Max.
Additional tiers and pricing structures may appear in the future as streaming platforms experiment with different subscription models. Amazon is also expected to continue investing heavily in original programming and exclusive content to attract new subscribers.
Prime Video Ultra now offers viewers a clearer choice between an affordable ad-supported experience and a premium, ad-free option, allowing them to customize their streaming settings to suit their viewing preferences.