TL;DR
- Amazon is rebranding ad-free Prime Video as Prime Video Ultra and raising pricing from $3 to $5 a month.
- 4K UHD video and Dolby Atmos sound will only be available to Ultra subscribers
- The new pricing structure takes effect on April 10.
It wasn’t even that long ago when Amazon Prime Video was still the rare example of a video streaming platform that hadn’t succumbed to the temptation of shoving ads down everyone’s throats. But by 2024, Bezos and company just couldn’t resist any longer, and sullied their once-innocent platform with a $3/month upsell to avoid ads. Now it’s 2026, and since everything keeps getting worse, it’s going to cost you even more to not sit through ads on Prime Video.
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