Amazon Sunsets Prime Video Ad Free Plan in Favor of Premium Ultra Tier Price Hike

Prime Video officially launches its $4.99 Ultra tier, replacing the Ad Free plan with 4K upgrades and higher price points.

By: AXL Media

Published: Apr 11, 2026, 8:28 AM EDT

Source: Information for this report was sourced from CBR

The Transition to Ultra Premium Streaming

Amazon Prime Video has initiated a significant overhaul of its subscription hierarchy by officially retiring its popular Ad Free plan. Effective April 10, the previous ad-free option has been replaced by a newly branded Prime Video Ultra tier. This move follows an initial announcement made on March 13, where the company notified users that the legacy ad-free experience would be folded into this more expensive, feature rich offering. While the branding suggests a more robust service, the change necessitates a mandatory transition for those wishing to maintain an uninterrupted viewing experience.

Revised Pricing Structure and Savings Incentives

The introduction of the Ultra plan brings a notable shift in cost for consumers seeking to avoid commercial breaks. The new tier is priced at $4.99 per month, representing a $2 increase over the previous ad-free supplement. In an effort to retain long term users, Amazon has introduced an annual billing option priced at $45.99. According to company data, this yearly commitment offers a 23 percent discount compared to the monthly renewal rate. This pricing adjustment comes as Prime Video continues to bundle its core service with the standard $14.99 monthly or $139 annual Amazon Prime membership.

Technical Enhancements and Cinematic Sound

To justify the increased cost, the Ultra tier includes several technical upgrades aimed at high end home theater users. Subscribers will now have access to 4K UHD video quality, providing four times the resolution of standard high definition. Furthermore, the plan incorporates Dolby Atmos support, intended to provide a more immersive and cinematic audio profile. These features were previously less standardized across the cheaper ad-free version, as the company now seeks to differentiate its premium tier through superior visual and auditory fidelity.