Amazon is overhauling its Prime Video subscription structure in the United States, replacing its existing ad-free add-on with a pricier premium tier called Prime Video Ultra. The change, set to take effect on April 10, 2026, raises the monthly cost of ad-free streaming from $2.99 to $4.99, a 67% increase that is drawing scrutiny from subscribers already navigating a crowded and increasingly expensive streaming landscape.
The announcement has prompted questions about what comes next for viewers in the United Kingdom, where the equivalent ad-free add-on currently costs £2.99 per month. Amazon has not confirmed whether Prime Video Ultra will roll out in the UK, but the company’s recent track record offers a telling precedent. When Amazon first introduced adverts to Prime Video in 2024, the UK followed the US launch by just one week.
A Premium Tier With New Strings Attached
Amazon has positioned the Ultra tier as an upgrade rather than a straightforward price hike, bundling a range of additional features alongside the higher monthly fee. According to the company, Ultra subscribers will be able to stream on up to five devices simultaneously and download as many as 100 titles for offline viewing, a useful allowance for frequent travelers or those with unreliable internet connections.
The most significant change, however, involves 4K streaming. Currently available to all Prime Video subscribers regardless of plan, 4K resolution will be restricted to Ultra members once the new tier launches. Dolby Atmos audio will follow the same path, moving behind the premium paywall. For subscribers who do not upgrade, streaming quality will revert to standard HD, a meaningful downgrade for anyone who has invested in a high-resolution television setup.
Amazon stated that the higher price reflects the cost of delivering ad-free content alongside premium features, arguing the restructured model brings it in line with competing services while offering customers greater flexibility in how they choose to watch.
Advertising Revenue Softens the Blow for Amazon
For Amazon, the commercial logic behind the overhaul is straightforward. According to figures cited by the company, Prime Video now reaches more than 315 million ad-supported viewers worldwide, a substantial increase from the 200 million reported in April 2024. That expanding audience has translated directly into financial performance, with streaming advertising revenue rising 22% over the course of 2025.
The ad-supported base effectively subsidizes the platform’s content investment, giving Amazon less urgency to retain ad-free subscribers at a lower price point. By locking premium features like 4K and Dolby Atmos behind the Ultra tier, the company creates a clearer incentive structure: accept adverts, pay more, or accept a diminished viewing experience.
For US subscribers weighing their options, Amazon continues to offer a free 30-day trial for those new to Prime Video, providing an opportunity to assess the service before committing to any tier. Whether UK viewers will soon face the same pricing decision remains unconfirmed, but given the two countries’ synchronized streaming history, it may only be a matter of time.
