Overview
- Starting April 10 in the U.S., the former $2.99 ad‑free add‑on becomes Prime Video Ultra at $4.99 per month, with an annual Ultra option at $45.99 for eligible Prime members.
- Ultra adds up to five concurrent streams, as many as 100 downloads, and exclusive access to 4K/UHD and Dolby Atmos.
- Prime’s included plan gains Dolby Vision, four concurrent streams, and 50 downloads, but non‑Ultra subscribers lose access to 4K/UHD.
- Amazon says some live TV and events such as sports may still include ads even for Ultra subscribers.
- Prime membership pricing is unchanged, the Ultra rollout begins in the U.S., and the move follows Amazon’s 2024 ad-supported shift and a 2025 lawsuit dismissal, with the company citing more than 315 million monthly ad-supported viewers globally.