Amazon began showing limited ads in Prime Video movies and TV shows in the United States on January 29, 2024. The standard Prime Video benefit still includes ads by default. In the U.S., Amazon’s current upgrade for ad-free Prime movies and shows is called Prime Video Ultra and costs $4.99 per month; it does not remove ads from every kind of programming.
What changed on January 29, 2024?
Amazon introduced limited advertisements in Prime Video movies and TV shows for U.S. subscribers on January 29, 2024. Amazon said members did not need to take action to keep watching, and the U.S. Prime membership price did not change at launch. Members who wanted to avoid the new ads in ordinary Prime Video movies and shows could pay for an additional ad-free option.
Amazon announced the policy in September 2023, saying the ad revenue would support continued investment in Prime Video content. It also said it aimed to show meaningfully fewer ads than linear television and other streaming TV providers. That was Amazon’s stated goal, not an independently established comparison. Amazon’s original announcement explains the launch policy and its stated rationale.
When did the change reach other countries?
January 29, 2024 was the U.S. launch date, not a worldwide start date. Amazon’s initial announcement named the United Kingdom, Germany, and Canada among the first markets alongside the United States, with France, Italy, Spain, Mexico, and Australia expected to follow later in 2024. Amazon Ads subsequently described a rollout that included the U.K., Germany, Austria, and Canada on February 5, followed by further markets. Dates, prices, plan names, and exceptions vary by country; see Amazon Ads’ rollout explanation for its market details.
Do these 3 things before closing this tab:
1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problems#1 Best Overall
- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
- 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.
- 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.
- Wi-Fi 6 support - Enjoy smooth 4K streaming, even when other devices are connected to your router.
Did every Prime Video title get the same ads?
No. Amazon said Prime Video movies and shows would include limited ads, but it did not promise a fixed number or placement schedule for every title. The experience can differ by market, title, and type of programming. Prime Video also carries content under different arrangements, so the standard policy should not be assumed to apply identically to every item in the service.
| Content type | What to expect |
|---|---|
| Prime-included movies and shows | Ads are included by default; Prime Video Ultra is intended to remove ads from this category. |
| Live TV, sports, and other live events | Ads may remain, including for Ultra subscribers. |
| Free ad-supported titles or channels | These are ad-supported content and are not guaranteed to become ad-free with Ultra. |
| Third-party subscriptions or channels | Ad rules can depend on the provider and subscription terms; Ultra does not guarantee their removal. |
| Rented or purchased titles | These are separate from the standard Prime-included catalog; check the title’s terms rather than assuming the Prime catalog policy applies. |
Amazon’s general Prime Video overview describes the service’s mix of Prime-included programming, free ad-supported channels, subscriptions, and rentals or purchases.
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.
- Our most portable stick – Thin and light, without extra clutter. Connects directly to your TV's HDMI port without blocking other ports.
- Easier than ever to set up – Now with Direct Power, it's powered by your TV with the included USB-C cable and eliminates the need for a wall adapter.
Where can ads appear?
Amazon customer-support material describes ads before and during playback and notes that some titles may have promotional trailers before a movie or show. In practice, ads can appear before or during playback, but Amazon has not established one universal placement and frequency schedule for every title. Promotional trailers or similar material may also appear, and should not be confused with a fixed commercial break schedule. Amazon’s customer forum response discusses these placements.
What does Prime Video Ultra cost in the U.S. now?
The original U.S. ad-free add-on launched at $2.99 per month in 2024. That is a historical price: Amazon now calls the option Prime Video Ultra and lists it at $4.99 per month. Amazon also lists an annual Ultra option at $45.99 for eligible customers with an annual Prime plan. Amazon’s current U.S. Prime membership price is $14.99 per month or $139 per year. Prices and availability can change; the figures below reflect Amazon’s published U.S. prices as of August 18, 2026.
Recommended Free Tools
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.
| U.S. option | Published price | Annualized cost |
|---|---|---|
| Prime membership, monthly | $14.99 per month | $179.88 for 12 months |
| Prime Video Ultra, monthly add-on | $4.99 per month | $59.88 for 12 months |
| Monthly Prime plus monthly Ultra | $19.98 per month combined | $239.76 for 12 months |
| Annual Prime plus 12 monthly Ultra payments | $139 per year plus $4.99 per month | $198.88 for 12 months |
| Annual Prime plus annual Ultra | $139 per year plus $45.99 per year, where available to eligible annual-Prime customers | $184.99 for 12 months |
These totals are simple calculations from the listed prices and exclude taxes, discounts, promotions, and later price changes. Amazon’s Prime Video Ultra announcement has current pricing, eligibility, and feature details.
What does Ultra add beyond fewer ads?
Amazon’s March 2026 announcement describes Ultra as a U.S.-only upgrade. Its feature comparison lists higher stream and download limits, 4K/UHD, and Dolby Atmos in addition to ad-free Prime movies and shows. The standard Prime Video benefit already lists Dolby Vision, subject to title and device limits.
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.
| Feature | Prime Video with Prime membership | Prime Video Ultra |
|---|---|---|
| Prime movies and shows | Included | Included |
| Ads in Prime movies and shows | Included by default | Removed for eligible Prime-included movies and shows |
| Price in the U.S. | Included with Prime | $4.99 per month; $45.99 annual option for eligible annual-Prime customers |
| Concurrent streams | Up to 4 | Up to 5 |
| Offline downloads | Up to 50 | Up to 100 |
| 4K/UHD | Not included in the standard benefit | Included when available |
| Dolby Atmos | Not included in the standard benefit | Included when available |
| Dolby Vision | Included, subject to device and title limits | Included, subject to device and title limits |
Stream and download limits apply across account profiles, and title, device, or provider restrictions can impose additional limits. Ultra does not make every title available in 4K or Dolby Atmos: resolution and audio depend on the title, device, bandwidth, and provider.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What does “ad-free” not cover?
Amazon says live television, events such as sports, and select other ad-supported content and subscriptions may still contain ads with Ultra. The upgrade is therefore not a blanket promise that no promotion or commercial will appear anywhere in the Prime Video app. Check the terms for a live event or third-party subscription separately from the rules for Prime-included movies and shows.
Quick wins for a faster PC:
Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →Scan for outdated or missing drivers - takes under a minuteDriver Scan →Best Value
- 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
- Compact without compromises: The sleek design of Roku Streaming Stick won’t block neighboring HDMI ports, and it even powers from your TV alone, plugging into the back and staying out of sight. No wall outlet, no extra cords, no clutter.
- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- 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.
Is Ultra worth paying for?
Ultra is easiest to justify when Prime Video is watched frequently and the household also values its higher stream and download limits or 4K/UHD and Dolby Atmos access. It is less compelling for occasional viewers, people who mainly watch live sports, or viewers whose Prime Video time is mostly spent on free ad-supported programming or third-party subscriptions. If Prime is kept only for video, compare the combined membership and Ultra cost with the services and titles the household actually uses. The base Prime membership also includes non-video benefits, so its value depends on those benefits too.
Why did Amazon add ads?
Amazon’s consumer-facing explanation was that advertising would help fund continued investment in Prime Video movies, shows, and other programming. The change also created streaming-TV ad inventory for advertisers. Amazon Ads presents Prime Video as part of its streaming advertising products, with audience targeting and campaign measurement; that business purpose is separate from the explanation aimed at subscribers. See Amazon Ads’ description of Prime Video advertising for brands.
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.
