Amazon is set to launch a new, premium ad-free streaming tier in the U.S. called Prime Video Ultra, effective April 10, 2026. This new subscription will be priced at $4.99 per month, an additional cost on top of the existing Prime membership. Previously, ad-free viewing on Prime Video was available for an extra $2.99 per month, a charge that was implemented after advertisements were introduced into the baseline Prime Video service in January 2024.

The Prime Video Ultra tier comes with several enhanced features designed to provide a superior viewing experience. Subscribers will benefit from an increased allowance of up to five concurrent streams, a significant improvement from the previous limit of three. Additionally, the number of downloads permitted for offline viewing will be expanded to 100, up from the prior 25-download capacity. A key exclusive benefit for Ultra subscribers will be access to 4K/UHD streaming, ensuring the highest visual quality for their content.

Amazon has justified this new structure by stating that delivering ad-free streaming with premium features necessitates a “significant investment.” The company asserts that this new tier aligns its service offerings with other major streaming platforms and provides customers with the flexibility to choose how they wish to watch content. It is important to note that core Prime members will continue to enjoy the standard Prime Video benefits, including HD/HDR and now Dolby Vision, at no additional cost as part of their existing Prime membership, which currently costs $14.99 per month or $139 annually in the U.S.

Both the ad-supported Prime Video and the new Prime Video Ultra tier will offer access to a comprehensive library of content. This includes critically acclaimed Amazon MGM Studios-produced originals such as series like “Fallout,” “Reacher,” “The Boys,” “The Lord of the Rings: The Rings of Power,” and “The Summer I Turned Pretty,” as well as movies including “Heads of State,” “Red One,” “Road House,” and “The Accountant 2.” Furthermore, in the U.S., Prime Video provides an exclusive lineup of live sports from organizations like the NFL, NBA, WNBA, NASCAR, NWSL, and The Masters, alongside a diverse selection of licensed films and shows.

Amazon had previously faced a class-action lawsuit from disgruntled customers who alleged that the company had deceived them by introducing ads into Prime Video unless an additional payment was made. However, a federal judge dismissed the lawsuit in July 2025. The ruling cited a prior conclusion that Amazon’s introduction of ads to Prime Video was not a “price increase” but rather a “benefit modification,” a change deemed authorized under its subscriber agreements.