Amazon (AMZN) Stock: Prime Video Ultra Launches with 67% Price Hike

Quick Summary Amazon’s ad-free Prime Video option is jumping from $2.99 to $4.99 monthly—a $2 price bump The service gets a rebrand to “Prime Video Ultra” and debuts on April 10, 2026 Enhanced perks include: 5 simultaneous streams (versus 3), 100 offline downloads (versus 25), plus 4K/UHD and Dolby Atmos exclusivity Standard Prime subscription ($14.99 monthly or $139 annually) remains unchanged Yearly Ultra subscription available for $45.99, offering 23% savings compared to monthly billing Amazon is implementing a significant price adjustment for its commercial-free streaming service. Beginning April 10, 2026, U.S. subscribers who want to skip advertisements on Prime Video will need to pay $4.99 monthly, a jump from the current $2.99 rate. This represents a 67% price escalation. Amazon is removing 4K streaming from Prime Video in April and putting it behind its ad-free tier paywall The ad-free tier is also increasing from $3 to $5 a month pic.twitter.com/qOH8kaOiRh — Culture Crave (@CultureCrave) March 14, 2026 Alongside the pricing change, the service receives a brand refresh. Amazon has renamed this offering “Prime Video Ultra,” creating clearer differentiation from the ad-supported streaming service bundled with standard Prime memberships. Amazon.com, Inc., AMZN According to Amazon, the increased cost accompanies expanded capabilities. Ultra subscribers will enjoy up to five devices streaming simultaneously, compared to the previous three-device limit. Additionally, they’ll access 100 titles for offline viewing instead of 25, alongside exclusive 4K/UHD resolution and Dolby Atmos sound technology. The core Prime membership fee remains stable. Subscribers continue paying $14.99 monthly or $139 yearly while receiving Prime Video access. This standard package now includes Dolby Vision support and four simultaneous streams, upgraded from three. Those preferring annual billing can purchase Prime Video Ultra for $45.99 yearly. This translates to approximately $3.83 m...