Amazon just changed what it means to be a Prime Video subscriber — and if you care about 4K, you’ll want to pay attention.
On April 10, 2026, Amazon officially launched Prime Video Ultra in the United States. It replaces the previous Ad Free subscription and brings a new set of premium features at a higher price. Whether you’re a casual viewer or a dedicated streamer, this change affects how you watch.
Here’s what’s changed, what it costs, and how to decide if Ultra is right for you.
What Is Prime Video Ultra?
Prime Video Ultra is Amazon’s new premium, ad-free streaming tier for US Prime members, priced at $4.99/month. It replaces the previous Ad Free subscription and gives you exclusive access to 4K/UHD streaming, more concurrent streams, and significantly more offline downloads.
It’s an add-on to your existing Amazon Prime membership — you still need Prime ($14.99/month or $139/year) to access Ultra.
What Do You Get With Prime Video Ultra?
Prime Video Ultra isn’t just a rebrand. Amazon has added real upgrades to justify the new tier.
Here’s exactly what’s included, per Amazon’s official announcement:
- Ad-free streaming across all Prime Video titles on your account
- Exclusive 4K/UHD streaming — only available on Ultra
- Dolby Atmos audio — also exclusive to Ultra
- Dolby Vision — available on both Ultra and the standard plan
- Up to 5 concurrent streams (previously 3 on the Ad Free plan)
- Up to 100 offline downloads (previously 25)
- Full access to Amazon’s content library: originals, licensed films, and live sports
One important caveat from Amazon: Live TV and events, including sports, and other select ad-supported content and subscriptions may still include ads — even with Prime Video Ultra.
How Much Does Prime Video Ultra Cost?
The add-on price is $4.99/month on top of your Prime membership.
Amazon also offers an annual plan at $45.99/year — a 23% saving over the monthly rate, available to customers who have an annual Prime membership.
Here’s your total monthly cost at a glance:
| Plan | Cost |
|---|---|
| Amazon Prime membership | $14.99/month or $139/year |
| Prime Video Ultra add-on | $4.99/month or $45.99/year |
| Total (monthly) | $19.99/month |
| Total (annual) | $184.99/year |
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What Happens If You Don’t Upgrade to Ultra?
You won’t lose access to Prime Video. Your standard Prime membership still includes the full content library — every show, movie, and live sports event remains available.
What changes is 4K/UHD is now exclusive to Ultra. If you streamed in 4K before without paying extra, that’s no longer available on the standard plan after April 10.
Here’s what the standard Prime Video benefit (included with Prime at no extra cost) now looks like:
| Feature | Standard Prime Video | Prime Video Ultra |
|---|---|---|
| HD streaming | ✔ | ✔ |
| HDR | ✔ | ✔ |
| Dolby Vision | ✔ (newly added) | ✔ |
| Concurrent streams | 4 (up from 3) | 5 (up from 3) |
| Offline downloads | 50 (up from 25) | 100 (up from 25) |
| Ad-free viewing | ✗ | ✔ |
| 4K/UHD | ✗ | ✔ |
| Dolby Atmos | ✗ | ✔ |
Amazon sweetened the standard tier too. Dolby Vision is newly available, downloads have doubled from 25 to 50, and concurrent streams have gone up from 3 to 4. You just won’t get 4K or an ad-free experience.
What Content Does Prime Video Ultra Include?
Both Ultra and the standard Prime Video plan give you access to the same full content library — no content is locked behind Ultra.
That includes Amazon MGM Studios originals like Fallout, Reacher, The Boys, The Lord of the Rings: The Rings of Power, and The Summer I Turned Pretty, along with original movies like Heads of State, Red One, Road House, and The Accountant 2.
Live sports coverage spans the NFL, NBA, WNBA, NASCAR, NWSL, and The Masters — available on both plans. Note that live sports may still carry ads even on Ultra.
Why Did Amazon Launch Prime Video Ultra?
Amazon explained the move directly: “Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch.”
The structure mirrors what Netflix, Disney+, and Max have all done — separating ad-supported, standard, and premium tiers with distinct pricing and features.
Importantly, there is no change to the cost of an Amazon Prime membership. It remains $14.99/month or $139/year in the US.
Is Prime Video Ultra Available Outside the US?
Not yet. Prime Video Ultra is currently available in the US only. Amazon has not announced a timeline for international expansion.
Is Prime Video Ultra Worth It?
It comes down to two things: whether you watch in 4K, and whether ads bother you. One of the major drawback of this change is 4K content now hidden behind Prime Video Ultra, so you can’t watch 4k content without subscribing to the new plan.
Upgrade to Ultra if you:
- Want 4K/UHD and Dolby Atmos for the best picture and sound
- Stream simultaneously with multiple people in your household
- Want an ad-free experience on on-demand content
- Download a lot of titles for offline viewing
Stick with the standard plan if you:
- Don’t have a 4K TV or screen
- Watch alone or with just one other person
- Don’t mind occasional ads during viewing
The extra $2/month is modest. If 4K quality matters to you, Ultra is the clear choice.
FAQ – Questions Asked By Readers
What is Prime Video Ultra?
Prime Video Ultra is Amazon’s new premium streaming tier that launched in the US on April 10, 2026. It replaces the previous Ad Free subscription and is priced at $4.99/month as an add-on to an Amazon Prime membership. It includes ad-free streaming, exclusive 4K/UHD access, Dolby Atmos audio, up to 5 concurrent streams, and up to 100 offline downloads.
Does Prime Video Ultra include 4K streaming?
Yes — and 4K/UHD is now exclusive to Prime Video Ultra. Subscribers on the standard Prime plan are limited to HD, HDR, and Dolby Vision. To watch content in 4K, an Ultra subscription is required.
Can I still watch Prime Video without upgrading to Ultra?
Yes. Your Amazon Prime membership still includes full access to the Prime Video content library. The standard plan now includes Dolby Vision, 4 concurrent streams, and 50 downloads. You just won’t get 4K or ad-free viewing.
Is there an annual plan for Prime Video Ultra?
Yes. Amazon offers Prime Video Ultra at $45.99/year for customers on an annual Prime membership — a 23% discount compared to paying $4.99/month.
Will live sports still have ads on Prime Video Ultra?
Yes. According to Amazon, live TV and events (including sports) and select ad-supported content may still include ads even with Prime Video Ultra. The ad-free benefit applies to on-demand Prime Video titles only.
Does the price of Amazon Prime change with this launch?
No. Amazon confirmed there is no change to the cost of an Amazon Prime membership. It remains $14.99/month or $139/year in the US.
