Amazon Prime Video significantly raises the cost for ad-free streaming and 4K content.

Starting April 10th, Amazon’s ad-free Prime Video subscription will be rebranded as Ultra, with a price bump to $4.99 per month from the current $2.99. This new tier will be the only way to access 4K/UHD streaming, cutting off 4K access for Prime subscribers who opt not to pay the extra fee.

By upgrading to Ultra, you’ll gain the ability to stream on up to five devices simultaneously and download up to 100 titles. You’ll also enjoy enhanced features like Dolby Vision HDR and Dolby Atmos audio. For those who stick with the standard Prime subscription after April 10th, there will be some improvements, including the return of Dolby Vision (in 1080p) after it was removed in 2024, along with an increase in downloads from 25 to 50 and simultaneous streams from three to four.

This price increase follows Amazon’s shift two years ago, when all Prime Video users were transitioned to an ad-supported model, with additional charges for ad-free streaming. Since then, Amazon has invested heavily in live events and sports, including the NFL and NBA, stating that offering premium features in ad-free streaming “requires significant investment” and aligns with the practices of other major streaming platforms.

This change is part of a broader trend of rising streaming costs that have recently affected services like HBO Max, Apple TV, Paramount Plus, Disney Plus, and Crunchyroll. The price hike also comes just before the Prime Video premieres of Tomb Raider and God of War, two eagerly awaited live-action adaptations following the success of the Fallout series.