Amazon Renames Ad-Free Tier To Prime Video Ultra And Raises Price

Amazon is making some changes to its ad-free Prime Video subscription tier, including a name change that comes with price hikes and feature upgrades. The company now offers a premium tier for its Prime Video service, called "Prime Video Ultra", which adds better streaming features and more device support above and beyond what's included with the regular Amazon Prime-bundled experience. It also upgrades the base Prime Video tier, which will remain ad-supported and have reduced streaming quality compared to the new Ultra plan.

Amazon Prime Video Ultra: Price and Features

Amazon’s higher-end ad-free service is now called Prime Video Ultra and costs $4.99-a-month, compared to a previous price of $2.99 per month.

This tier is above the regular Prime Video subscription bundled with Amazon Prime, and it adds a few upgrades for users looking for a higher-quality viewing experience.

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Prime Video Ultra Key Features

- Ad-free streaming experience

- Support for 4K/UHD streaming

- Optional Dolby Vision support

- Dolby Atmos audio compatibility

- Up to five concurrent streaming devices

- Offline downloads for up to 100 items

These upgrades position Prime Video Ultra as Amazon’s premium viewing option, similar to higher-tier plans offered by other streaming platforms.

Improvements to the Standard Prime Video Tier

Amazon has also introduced upgrades to the base Prime Video tier, which is included with the Amazon Prime subscription. However, it still differs significantly from the Ultra plan.

Standard Prime Video Features

The base tier now supports optional Dolby Vision for select content, though Dolby Atmos remains exclusive to the Ultra plan. Amazon has also increased the offline download limit from 25 items to 50 items for the standard tier.

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Pricing in the United States

The changes are initially rolling out in the United States.

Users who want the premium experience will need to pay the additional $4.99 per month on top of the standard Amazon Prime subscription.