Prime Video Overhauls Subscription Model with New Features

Prime Video is set to eliminate its ad-free subscription tier and introduce a new offering called Prime Video Ultra. This change, effective on April 10, 2026, will see the cost for ad-free streaming increase by $2, raising the monthly fee to $4.99 in addition to the standard subscription of $14.99 per month or $139 per year for users in the United States.

The revised subscription model will come with enhanced features. Subscribers to Prime Video Ultra will benefit from the ability to stream on up to five devices simultaneously, an increase from the previous limit of three. Additionally, users will be allowed to download up to 100 titles for offline viewing, a significant improvement over the prior limit of 25. Exclusive access to 4K/UHD streaming will also be part of this new tier.

In an official statement, Amazon emphasized the need for significant investment to deliver ad-free streaming with premium features. The company noted that the updated pricing structure aligns with those of other major streaming services while allowing customers the flexibility to choose their viewing preferences. Furthermore, core Prime Video benefits such as HD/HDR and now Dolby Vision will remain available to Prime members at no additional cost.

This announcement comes after Amazon faced a class-action lawsuit from customers who claimed they were misled by the introduction of advertisements into Prime Video unless they paid an additional fee. However, a federal judge dismissed the lawsuit in July 2025, ruling that the addition of ads constituted a “benefit modification” rather than a price increase, as outlined in the company’s subscriber agreements.

Prime Video continues to offer a range of popular titles, including The Boys, Invincible, Fallout, Reacher, and The Lord of the Rings: The Rings of Power. As the streaming landscape evolves, these changes to Prime Video’s subscription model reflect broader trends in the industry as services seek to balance user experience with profitability.