"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."
"Amazon will introduce a new ad-free Prime Video subscription tier called "Prime Video Ultra." Amazon will also increase the number of simultaneous streams supported by the tier from three to five and the number of downloads permitted from 25 to 100."
"In June 2025, AdWeek reported that Prime Video's ad load was six minutes per hour, compared to an industry average ad load of two to three-and-a-half minutes, per a January 2024 report from The Wall Street Journal, when the ad tier launched."
Amazon is restructuring its Prime Video subscription tiers effective April 10. The ad-free option will cost $5 monthly, up from $3, with a new Premium tier offering enhanced features. Prime Video Ultra enables 4K resolution and Dolby Atmos support, up to five simultaneous streams, and 100 downloads. The standard ad-free tier includes Dolby Vision, four simultaneous streams, and 50 downloads. Currently, ad-free Prime Video is included with Prime membership at $15 monthly. Amazon justifies the price increase by citing significant investment requirements for ad-free premium streaming. The pricing aligns with competitors: Netflix ad-free with 4K costs $25 monthly, while Disney+ ad-free with 4K costs $19 monthly.
Read at Ars Technica
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