One of the long-running best perks of Amazon Prime was access to the Prime Video library which, for years, was ad-free. That changed a few years ago, with ad-free viewing now a paid monthly add-on, and now even that is getting a price hike.
Effective as of early 2024, Amazon Prime Video required a $2.99/month add-on to avoid seeing ad breaks in your content, something that simply did not happen in the many years prior. Dolby Vision and Atmos were also removed from the “base” Prime Video experience.
Now, Amazon is rolling out a price hike.
Starting April 10, 2026, Amazon Prime Video will raise the price of its ad-free add-on to $4.99/month, an increase of roughly 67%. In an email sent to subscribers, Amazon says:
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Thank you for being a Prime Video Ad Free subscriber. We’re writing to let you know that on April 10, 2026, Prime Video Ad Free will become Prime Video Ultra with enhanced viewing features, and your subscription price will increase to $4.99/month. If you are a Prime Annual plan member, you can also switch to an annual Ultra subscription for $45.99/year (23% annual savings).
Prime Video Ultra elevates your Prime Video experience with these features:
Ad-free streaming: Watch Prime movies and TV shows without interruptions
4K UHD video: Stunning clarity in four times the resolution of HD
Dolby Atmos: Immersive spatial sound, creating a cinematic experience
100 downloads for licensed content: Even more offline viewing options [up from 25]
5 concurrent streams: Perfect for larger households [up from 3]
From 04-29-2026, your subscription will automatically renew at $4.99/month, unless you cancel. No action is needed to continue your subscription…
There are some added perks with the rise in price, including a 4x expansion on downloaded content, as well as the ability to have 5 concurrent streams instead of being limited to 3. Still, it’s a hefty price hike for a subscription that many never really wanted to pay for in the first place.
On top of that, 4K video is now locked behind this paywall.
What do you think?
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