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The price-change timeline
- 2023: Amazon announced that Prime Video would introduce limited advertising and that U.S. customers could pay an additional $2.99 per month for ad-free viewing. The base Prime price was not changing at that time. Amazon’s announcement described the original plan.
- January 29, 2024: Advertising began rolling out and Amazon started charging for the original ad-free option, according to an Amazon customer-forum response.
- March 13, 2026: Amazon announced that Prime Video Ad Free would become Prime Video Ultra at a new price of $4.99 per month.
- April 10, 2026: The new pricing and feature changes took effect for applicable renewals and subscriptions, according to Amazon’s customer notice.
- August 2026: The current U.S. price is $4.99 monthly. The old “about $3” description refers to the former $2.99 fee.
The change from $2.99 to $4.99 is a $2 monthly increase—about 67 percent—not a new $3 increase. It is also an optional Prime Video tier change, not an increase to the mandatory Prime membership price.
What each Prime Video option costs
| Option | U.S. price | What you get |
|---|---|---|
| Prime Video with Amazon Prime | Included with Prime | Limited ads; HD, HDR10, HDR10+ and Dolby Vision where supported; four concurrent streams; up to 50 offline downloads |
| Prime Video Ultra | $4.99 per month extra | Ad-free eligible Prime Video movies and shows; UHD/4K; Dolby Atmos; five concurrent streams; up to 100 downloads |
| Amazon Prime | $14.99 per month or $139 per year | Prime Video plus shipping, Amazon Music, Prime Reading, Prime Gaming and other Prime benefits |
Amazon lists Ultra at $4.99 per month in the U.S. and says an annual Ultra option of $45.99 per year is available to customers with an annual Prime plan. That annual price is described as a 23% discount compared with paying $4.99 monthly for 12 months. Availability and billing options depend on the account.
What Prime Video Ultra adds
Ad-free eligible programming
Ultra removes commercial breaks from eligible Prime Video movies and shows. It does not create a larger catalog: Amazon says the content selection is the same with or without Ultra.
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- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
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- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
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Higher-quality video and audio
Ultra includes UHD/4K and Dolby Atmos for titles, devices and connections that support them. It does not automatically make every title 4K or add Dolby Atmos to every program.
More simultaneous viewing and downloads
Ultra raises the stated limit from four to five concurrent streams and from 50 to 100 offline downloads. Limits apply across account profiles, and additional title, device or provider restrictions may apply.
Rank #2
- Upgrade your TV, instantly – Fire TV Stick HD is our fastest HD streaming stick ever, with a streamlined navigation that jumps straight to your movies, shows, and live TV. Take your entertainment on the go with the new ultra-portable profile. And watch it all come to life with crisp Full HD and Wi-Fi 6 support.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- All your apps in one place – Prime Video, Netflix, YouTube, Disney+, Apple TV, HBO Max, Hulu, Peacock, Paramount+, and thousands more. It’s easy to find what to watch from hundreds of thousands of movies and TV episodes, including free, ad-supported content. Subscription fees may apply.
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What remains included with regular Prime
Declining Ultra does not remove the Prime Video benefit. A Prime member can continue watching included programming with limited advertisements at no additional charge. The standard benefit includes up to four concurrent streams and 50 downloads, with supported HD and HDR formats. Amazon’s Prime membership page describes Prime Video as part of the membership.
The regular and Ultra tiers offer the same selection of Prime Video programming. Ultra changes advertising and selected technical limits; it is not a premium content library.
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Rank #3
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
How much will you pay in practice?
| Membership setup | Calculation | Total before tax or add-ons |
|---|---|---|
| Monthly Prime plus monthly Ultra | $14.99 + $4.99 each month | $19.98 per month |
| Annual Prime plus monthly Ultra for 12 months | $139 + ($4.99 × 12) | $198.88 per year |
| Annual Prime plus annual Ultra, if eligible | $139 + $45.99 | $184.99 per year |
These are simple arithmetic examples using Amazon’s stated U.S. prices. The annual Ultra figure is a separate option tied in Amazon’s announcement to annual Prime customers; an annual Prime subscriber should check the plan shown in the Amazon account rather than assume annual billing.
Will Ultra remove every advertisement?
No. Amazon specifically preserves exceptions for live television, live events, sports and other selected ad-supported content or subscriptions. Ads can also remain in free ad-supported channels and in separately billed third-party channels. Promotions or sponsorships associated with live programming may follow different rules.
Rank #4
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
Ultra therefore means ad-free viewing for eligible Prime Video content, not a guarantee that every video in the Prime Video interface contains no advertising.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is 4K guaranteed with Ultra?
No. UHD/4K, Dolby Vision and Dolby Atmos depend on the title, device and available bandwidth. A compatible television or sound system and a stable connection are required, and not every title is offered in every format.
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- HD streaming made simple: With America’s number 1 TV streaming platform,* exploring popular apps—plus tons of free movies, shows, and live TV—is as easy as it is fun. *Based on hours streamed—Hypothesis Group
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- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
Who is most likely to benefit?
Ultra may make sense if you:
- Watch Prime Video frequently and find interruptions distracting.
- Own a compatible 4K television or Dolby Atmos audio system and watch titles offered in those formats.
- Need five simultaneous streams in a busy household.
- Download substantial amounts of video for travel.
- Already keep Prime for delivery and view Prime Video as an important additional benefit.
Keeping the standard benefit may be better if you:
- Watch only a few Prime Video programs each year.
- Are satisfied with HD and do not use advanced audio equipment.
- Rarely download content or share simultaneous streams.
- Mainly watch live sports or events where some advertising can remain even with Ultra.
- Would rather tolerate limited ads than add another recurring charge.
Ways to lower the cost
- Accept limited ads: Keep the Prime Video benefit without the Ultra surcharge.
- Rotate subscriptions: Subscribe during months when a desired series is available and cancel afterward.
- Rent or buy one title: Use the Prime Video storefront if you need only a particular film or show.
- Consider another service: Compare catalog, advertising, resolution, stream limits and sports availability. Current competitor prices vary and should be checked on each provider’s official site.
- Use physical media or digital purchases: A higher upfront cost can avoid recurring fees and catalog removals.
Prime Video Channels, rentals and purchases are separate from the standard Prime Video benefit and can have their own charges and advertising rules.
Who is affected by the change?
- Monthly Prime members: Pay $4.99 extra each month for Ultra.
- Annual Prime members: Keep the same $139 Prime price cited by Amazon, but must add Ultra separately to avoid eligible-content ads.
- Prime Video-only customers: Must check their account’s current subscription and eligibility; Ultra requires a Prime or Prime Video subscription.
- 4K households: Gain the clearest technical benefit because UHD/4K is part of Ultra under the new U.S. structure.
- Sports viewers: Should not expect Ultra to remove every advertisement from live programming.
Bottom line
The “Prime Video is getting a $3 price bump” headline described Amazon’s 2023 announcement and the former $2.99 ad-free option. In the United States today, the choice is limited-ad Prime Video included with Prime or Prime Video Ultra for $4.99 per month. Ultra adds eligible-content ad removal, UHD/4K, Dolby Atmos, five streams and 100 downloads, but it does not expand the catalog or eliminate advertising from every live or ad-supported program.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
