Amazon is once again changing the price of watching Prime Video without ads — and this time it’s going to cost subscribers even more.
Beginning April 10, 2026, Amazon will replace its current ad-free add-on with a new premium tier called Prime Video Ultra, priced at $4.99 per month in the U.S. The upgrade will only be available to customers who already pay for Amazon Prime, which currently costs $14.99 per month or $139 per year.
In other words, Prime members who want to watch Prime Video without ads will now pay close to $20 per month total when the Prime membership and the new Ultra upgrade are combined.
Until now, removing ads from Prime Video cost an additional $2.99 per month, a price Amazon introduced after ads were added to the service in January 2024. At the time, Prime Video shifted to an ad-supported model by default, meaning subscribers had to pay extra if they wanted the uninterrupted experience that had previously been included with their Prime membership.
Now that price is going up again.
What Amazon Says the New Tier Includes
Amazon says the new Prime Video Ultra tier will include several upgraded features in addition to removing ads.
Those perks include:
- Five concurrent streams instead of three
- Up to 100 downloads for offline viewing, up from 25
- Exclusive access to 4K/UHD streaming
- Dolby Vision and Dolby Atmos support
According to Amazon, the updated tier reflects the “significant investment” required to deliver ad-free streaming with higher-end viewing features.
But for many subscribers, the main appeal of the upgrade will simply be getting back to an ad-free experience.
A Shift From What Prime Originally Promised
When Prime Video first launched, the service was positioned as an ad-free benefit included with Amazon Prime. For years, subscribers could watch movies and TV shows on the platform without interruptions.
That changed in 2024, when Amazon introduced ads to the standard Prime Video experience and began charging customers extra if they wanted to remove them.
The company’s free, ad-supported streaming service Freevee had already existed separately as Amazon’s ad-driven platform, similar to services like Tubi or Pluto TV. But after ads were introduced to Prime Video itself, the line between those offerings became less clear to many viewers.
Now, with the introduction of Prime Video Ultra, the ad-free version of the service is becoming more firmly positioned as a premium upgrade rather than a standard feature.
Another Sign of Where Streaming Is Headed
Amazon’s move also reflects a broader shift happening across the streaming industry. Platforms that once emphasized ad-free viewing are increasingly introducing ad-supported plans while placing premium features behind higher-priced tiers.
For Prime members, the change means that the experience many viewers once took for granted — watching Prime Video without ads — is becoming another optional upgrade that comes at an additional cost.