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Prime Video Ultra is Amazon’s U.S. replacement for its former Prime Video Ad Free add-on—not a separate streaming service or a new library of shows. Effective April 10, 2026, the add-on costs $4.99 per month and adds ad-free viewing for eligible on-demand Prime content, 4K/UHD access, Dolby Atmos, and higher stream and download limits. Amazon Prime still includes Prime Video, but the included benefit has ads and does not include Ultra’s 4K/UHD or Dolby Atmos access.
What Prime Video Ultra includes
Amazon announced the change on March 13, 2026. On April 10, the former Prime Video Ad Free option became Prime Video Ultra in the United States. Amazon says customers with or without Ultra get the same selection of Prime Video originals, movies, and listed sports programming; Ultra changes the viewing conditions and technical features rather than unlocking a separate catalog. Amazon’s announcement and feature comparison provide the details.
| Feature | Prime Video included with Prime | Prime Video Ultra |
|---|---|---|
| Prime Video movies and series | Included | Included; same selection, according to Amazon |
| Ads in eligible on-demand Prime content | Yes | Generally removed |
| HD, HDR10, HDR10+, Dolby Vision | Available as supported by title and device | Available as supported |
| 4K/UHD | Not included | Available on supported titles and devices |
| Dolby Atmos | Not included | Available on supported titles and devices |
| Concurrent streams | Up to 4 | Up to 5 |
| Downloads | Up to 50 | Up to 100 |
| Price | Included with Prime | $4.99/month, or $45.99/year for eligible annual Prime members |
Amazon lists the stream and download figures as account limits; title, device, provider, or content-specific restrictions may also apply. Prime members continue to get HD, HDR10, HDR10+, and Dolby Vision for supported content at no extra charge. The main picture-quality addition in Ultra is 4K/UHD access, alongside Dolby Atmos.
“Ad-free” has important limits
Ultra does not promise that every item inside the Prime Video app will be free of advertising. Amazon says ads may remain in live television and live events—including sports—as well as some other ad-supported content. A free, ad-supported title or a program from a separate channel subscription may also follow its own advertising rules. Treat Ultra as ad-free viewing for eligible Prime movies and TV shows, not as a universal ad blocker for everything you can watch through Prime Video.
#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.
That distinction matters particularly if you are considering Ultra to avoid commercials during sports. Amazon’s terms leave room for advertising in live events, so paying for Ultra is not a guarantee of commercial-free NFL, NBA, WNBA, NASCAR, NWSL, The Masters, or other live programming.
Prime, Prime Video, Ultra, and Channels are different things
- Amazon Prime: The broader U.S. membership, listed at $14.99 per month or $139 per year. It includes the Prime Video benefit.
- Prime Video included with Prime: Access to Prime Video’s included movies, series, and selected live programming, with ads and without Ultra’s 4K/UHD or Dolby Atmos benefits.
- Prime Video Ultra: A separate paid add-on to Prime or Prime Video that upgrades eligible viewing and expands stream and download limits.
- Prime Video Channels: Separate subscriptions, such as premium add-on services. Ultra does not automatically include them; check each channel’s own price and terms. Amazon describes these as add-ons in its Prime Video guide.
So the $4.99 Ultra fee is not the total cost of Prime Video for someone who is not already a Prime member. It is an add-on price, separate from the Prime membership charge.
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.
What changed in the price—and what you get for it
The former Ad Free add-on cost $2.99 per month; Ultra costs $4.99 per month, an increase of $2 a month, or about 67%. The base Prime membership price did not change as part of this announcement. Contemporaneous coverage also reported the change from $2.99.
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Eligible annual Prime members can choose Ultra for $45.99 per year. Paying $4.99 monthly for 12 months would total $59.88, so the annual option saves about $13.89 if you would otherwise keep Ultra all year. Combined with a $139 annual Prime membership, the listed total is $184.99 per year before any taxes or other account-specific charges. Prices and eligibility are U.S.-specific and can change.
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.
For someone who only wants fewer ads, the increase may feel like paying more for extras they will never use. For a household that will use 4K, Atmos, five simultaneous streams, or a larger set of offline downloads, Ultra bundles several practical upgrades with the ad-free benefit.
4K and Dolby depend on more than your plan
Ultra makes supported premium formats available; it does not convert every movie or episode into 4K or supply Dolby Vision or Atmos where a title does not offer them. The format you actually receive depends on several parts of the chain:
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.
- The title: Check the title page for a UHD/4K or relevant Dolby format listing. Availability varies by title and catalog.
- Your screen and playback device: The TV, streaming device, app, and any receiver or soundbar in the chain must support the format.
- Connections: An HDMI connection or AV receiver that cannot pass the required video or audio format can limit playback.
- Your internet connection: Amazon says bandwidth affects delivery quality; an unstable or insufficient connection may result in a lower-quality stream.
If your television is 1080p, you do not watch UHD titles, or your audio setup cannot use Atmos, the premium-format portion of Ultra may provide little value. You do not need to buy new hardware just to subscribe; compatible equipment matters only if you want to use those features.
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- 4K home-theater household: It is easier to justify if you regularly watch Prime Video titles offered in UHD and your display and connection support it. Atmos or Dolby Vision may add value if the full setup supports them.
- Large family or shared household: Five concurrent streams can help if you actually exceed the included benefit’s four-stream limit. The 100-download allowance may also matter for several travelers.
- Frequent traveler: Consider it if you regularly download many Prime titles for offline viewing and the included allowance is not enough. Download availability and limits can vary by title.
- Casual Prime viewer: If you watch occasionally and can tolerate ads, the included Prime Video benefit is likely enough.
- Mostly live-sports viewer: Ultra is a poor choice if your main goal is to remove commercial breaks from games. Live events may still contain ads.
- 1080p-only viewer or single-screen household: If you do not need 4K, Atmos, extra streams, or extra downloads, the higher monthly fee may buy little beyond ad removal for eligible content.
A useful test is to ask whether ad removal on eligible shows plus the specific Ultra features you will use are worth $4.99 each month. Do not count 4K as a benefit unless you have compatible equipment and watch titles offered in UHD.
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.
Checking, upgrading, or cancelling
Ultra is managed separately from the Prime membership, so ending the add-on is not the same as ending Prime. To check your subscription, billing, or available cancellation controls, open your Amazon account and look under Account & Settings → Your subscriptions or the equivalent subscription-management page shown for your account. Amazon’s menus and billing controls can vary, so confirm the plan name, renewal date, and cancellation terms on the screen before making a change. The announcement describes the change for existing Ad Free subscribers; if you had that add-on, check your account rather than assuming your displayed billing arrangement or controls are identical to another subscriber’s.
If you still see ads after subscribing, first check whether the program is live, explicitly ad-supported, or part of a separate channel; then confirm that the device is signed into the Amazon account with Ultra. If a title does not play in 4K, check its format listing, device and app support, HDMI/receiver path, and network connection. Ultra provides eligibility, not a guarantee that every stream will use the highest format.
Where it is available
The announcement and prices above apply to the United States; Amazon described Ultra as U.S.-only. Do not assume that the same name, price, features, or availability applies in the UK, Canada, India, or elsewhere. Check the offer shown in your local Amazon account for current regional terms.
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.
