Amazon Rebrands Ad-Free Prime Video as Ultra at $4.99

Amazon announced on Friday that it is rebranding and enhancing its ad-free subscription for Prime Video in the United States, renaming it Prime Video Ultra and increasing its monthly price to $4.99 starting April 10, 2026. The change affects current subscribers to the ad-free option, who will automatically transition to the new tier and see their billing adjusted accordingly, while gaining access to upgraded features.

The update comes as Amazon continues to refine its streaming service amid evolving industry practices. Previously, Prime Video offered an ad-free experience for an additional $2.99 per month on top of the base subscription, a fee introduced after the company began inserting ads into the standard version in early 2024. That shift followed years when Prime Video was included ad-free with Amazon Prime memberships, which cost $14.99 monthly or $139 annually and bundle benefits like free shipping. A standalone Prime Video subscription with ads is available for $8.99 per month.

Under the new structure, Prime Video Ultra provides ad-free streaming of movies and TV shows, along with premium enhancements not available in the base ad-supported tier. These include support for...