THE MARQUEE
Amazon is shifting gears with its streaming service, announcing a price increase for the ad-free experience. Beginning April 10, 2026, the monthly cost to remove commercials from Prime Video will jump from $2.99 to $4.99. This change officially rebrands the ad-free option as Prime Video Ultra, creating a clearer distinction between its entry-level and premium viewing experiences.
The price hike brings more than just the absence of ads. According to reports from CNET and aboutamazon.com, the new Ultra tier will become the exclusive home for 4K/UHD streaming. Subscribers on the standard Prime Video tier will no longer have access to ultra-high-definition resolution, marking a significant change for home theater enthusiasts who previously enjoyed 4K content at no extra cost beyond the base membership.
To justify the $2 increase, Amazon is packing the Ultra tier with several technical upgrades. Subscribers will gain access to more concurrent streams and improved offline download capabilities. As TheWrap notes, this move aligns Amazon with competitors like Netflix and Disney+, which have also moved high-resolution streaming behind higher-priced subscription walls. Current Prime members will need to opt into the Ultra tier manually to maintain their current 4K viewing habits.
