Overview
- Prime Video Ultra launches in the U.S. on April 10 at $4.99 per month or $45.99 per year, replacing the current ad-free add-on.
- Basic Prime Video will be limited to 1080p with ads, while gaining Dolby Vision, four concurrent streams, and roughly 50 downloads at no change to Prime’s base price.
- Ultra adds ad-free viewing, 4K/UHD and Dolby Atmos, plus increases to five simultaneous streams and up to 100 downloads.
- The ad-free option rises from $2.99 to $4.99 per month, a 67% increase, with the rebrand clarifying separation from the included Prime Video benefit.
- Amazon frames the change within its advertising strategy as it reports about 315 million global ad-supported viewers and $68.6 billion in 2025 ad revenue.