Amazon Raises Ad-Free Prime Video Price
Amazon has announced an increase in the subscription price for its ad-free Prime Video service, effective April 10. The rebranded tier, named Prime Video Ultra, will offer additional features and enhancements to justify the new cost. The monthly fee will rise to $4.99, up from $2.99.
Details on Prime Video Ultra
Prime Video is part of the overall Amazon Prime membership, which costs $14.99 monthly or $139 annually. Subscribers on an annual plan can access the Ultra tier for $45.99 per year. Additionally, there is a standalone Prime Video subscription option available for $8.99 per month.
New Features of Prime Video Ultra
With the updated pricing, users will enjoy several enhanced benefits:
- Increased video downloads: 100 downloads for offline viewing (previously 50)
- Concurrent streaming: Up to five streams at the same time (previously three)
- Exclusive access to Dolby Atmos and UHD/4K streaming
For those who prefer to stick with the traditional Prime Video plan, new features are also being introduced. Users will now receive 50 downloads per month (up from 25) and four concurrent streams (up from three).
The Shift in Streaming Services
Amazon stated that enhancing ad-free streaming involves significant investment. “This structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch,” the company noted in a press release.
The streaming landscape is shifting as more companies begin to incorporate ads as a source of revenue. Amazon introduced ads in Prime Video in 2024, making it one of the last major platforms to do so. Consequently, opting for an ad-free experience now incurs a higher price, while budget options are increasingly supported by advertisers.
Industry Trends
The price increases seen in Amazon’s Prime Video reflect a wider trend in the streaming industry. Other platforms, such as Paramount Plus and Disney Plus, have also raised their subscription prices recently:
- Paramount Plus: Ad-supported plan increased to $8.99; ad-free plan to $13.99
- Disney Plus: Base plan now $11.99; ad-free tier raised to $18.99
- Other platforms like Peacock, Netflix, and Apple TV+ have also announced similar price hikes in 2025
This consistent pattern of annual price increases suggests that viewers may need to adjust their budgets as streaming services evolve.
