Amazon is updating its ad-free streaming offering by introducing Prime Video Ultra, a new subscription tier for viewers who want to watch content on Prime Video without ads. The move formalizes and expands the platform’s ad-free option while introducing updated pricing and subscription options for users.
A new ad-free premium tier
Prime Video Ultra officially launches on April 10, offering subscribers the ability to remove ads from their streaming experience for an additional $4.99 per month. The new plan is not a standalone service; Users must already have a Prime membership or Prime Video subscription to access it.
Currently, the Prime Video benefit is included in Amazon’s more comprehensive Prime membership, which costs $14.99 per month or $139 per year. With the launch of Prime Video Ultra, customers who want to watch Prime Video without ads will need to add the $4.99 monthly upgrade on top of their existing subscription.
Amazon also offers a discounted annual option to customers with an annual Prime membership. These users can choose the Prime Video Ultra annual plan priced at $45.99, which is about a 23 percent discount compared to paying the monthly installment.
The updated structure gives viewers more flexibility to choose whether they want the standard ad-supported experience or an ad-free premium version.
Why Amazon is making the change
The launch of Prime Video Ultra reflects a growing trend in the streaming industry. Many major platforms have introduced ad-supported tiers in recent years as companies look for new revenue streams while keeping subscription prices relatively stable.
By offering both ad-supported and ad-free options, Amazon can serve a wider range of customers. Those who want to keep costs down can still use the ad-supported version, while those who prefer uninterrupted streaming can pay extra for the premium experience.
For Amazon, the strategy also helps offset rising content production costs while maintaining competitive pricing in the crowded streaming market.
What do you get with Prime Video Ultra?
There are some differences between the usual Prime Video tier (with ads) and the Amazon Ultra tier. The basic subscription only allows 100 downloads for offline viewing and limits streaming to 4 screens, while the Ultra package allows 100 downloads and five streaming screens. Another key difference is that Prime Video Ultra is currently only available to subscribers in the US.
More importantly, benefits like 4K/UHD content and Dolby Atmos audio output are now tied to the Prime Video Ultra tier. Dolby Vision and HDR content output is available on both tiers of Prime Video. Likewise, the entire licensed catalog of films and television shows, as well as originals such as “Fallout,” “Reacher” and “The Boys,” are available to all subscribers.
What it means for the audience
For Prime members and Prime Video subscribers, the introduction of Prime Video Ultra offers more control over how they watch content. Users who find ads in movies or TV shows annoying now have the option to remove them for a relatively small monthly fee.
The new pricing structure also underscores the value proposition of Amazon’s broader Prime ecosystem. Because Prime Video is still included with a full Prime membership, subscribers continue to receive additional benefits in addition to the streaming service, such as free shipping, gaming perks and exclusive offers.
For those who prefer an annual payment option, the $45.99 annual plan might be attractive, especially because it offers a 23 percent savings compared to paying monthly.
What’s next for Prime Video?
The launch of Prime Video Ultra could signal further changes in Amazon’s streaming strategy as the company continues to compete with services like Netflix, Disney+ and Max.
As streaming platforms experiment with different subscription models, additional tiers and pricing structures may emerge in the future. Amazon is also expected to continue investing heavily in original programming and exclusive content to attract new subscribers.
Currently, Prime Video Ultra offers viewers a clearer choice between a lower-cost ad-supported experience and a premium, ad-free option – allowing them to tailor their streaming setup to their viewing preferences.
