Amazon announced today that starting on April 10, Amazon Prime customers will have to pay $5 per month for ad-free Prime Video, which is $3 per month on top of their Prime subscription.
On that date, Amazon will introduce a new ad-free Prime Video membership tier called “Prime Video Ultra”. Amazon will increase the number of simultaneous streams supported by the tier from three to five and the number of downloads allowed from 25 to 100.
Currently, Prime Video with ads is part of Amazon’s Prime membership, which starts at $15 per month. Today, ad-free Prime Video users can watch supported titles in 4K, but starting April 10, 4K viewing will require a new Prime Video Ultra subscription.
You’ll also need Prime Video Ultra to use Dolby Atmos, though Prime Video’s cheaper subscription tier will include Dolby Vision, four simultaneous streams (up from three), and 50 downloads (up from 25).
For comparison, ad-free Netflix with 4K support is $25/month, and ad-free Disney+ with 4K is $19/month.
Amazon’s announcement said, “Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services, while also ensuring customers have the flexibility to choose how they want to watch.”
Amazon first forced ads on Prime Video for all Prime customers in January 2024, unless customers paid an additional $3 monthly fee. Since then, Amazon has been increasing the number of ads customers see. In June 2025, AdWeek reported that when the ad tier launched, Prime Video’s ad load was six minutes per hour, compared to the industry average ad load of two to three and a half minutes, according to a January 2024 report by The Wall Street Journal.
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