Amazon is launching its new streaming product “Prime Video Ultra” in spring 2026. The company is replacing the previous ad-free Prime Video plan in the US with a new premium option with enhanced technical features – but at a significantly higher price.
From April 10, Prime Video Ultra is expected to be available in the USA for $4.99 per month. This represents a significant price increase compared to the previous ad-free subscription, which cost $2.99 prior. Users who already have an annual Prime membership package can switch to the Ultra format for a reduced annual price of $45.99. This means they save around $15 annually compared to a monthly subscription.
Prime Video Is Less Attractive With Price Hike
The switch focuses on extended streaming benefits. Ultra subscribers get up to five simultaneous streams, significantly more offline downloads (100 titles instead of 25), and exclusive access to 4K/UHD content with Dolby Vision and Dolby Atmos. The previous standard Prime Video access with advertising will remain, but will only carry videos in HD/HDR quality and fewer technical extras.
With the new Ultra plan, Amazon is shifting some features that were previously included or only cost a little bit more behind a new paywall. Users without an Ultra upgrade will lose access to 4K streaming and Dolby Atmos sound — even if they are Prime members.
Amazon Cites High Costs
Amazon justified the move with increased investment and production costs and the need to raise premium streaming to a competitive level. The company thus follows the trend of other major providers such as Netflix and Disney+. They have also adjusted their price and product structure in recent months.
Critics see the introduction of Prime Video Ultra as a general part of the monetization of the streaming industry. Advertising is increasingly mutating into the standard entry-level option, while quality and convenience features are moving into separate, more expensive packages.
Amazon has not yet officially confirmed if and when Prime Video Ultra will also be available in markets outside of the USA. However, observers expect a global rollout to follow in due time. This is assuming little or no criticism arises from the new subscription model in the USA.
