The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →Some links on this page are affiliate links: if you buy through them we may earn a commission, at no extra cost to you.
The trend is real, but the timing is not simultaneous. Max raised prices on all three U.S. direct-billed plans in late 2025. Prime Video’s April 2026 change did not raise the price of Amazon Prime: it increased the monthly price of the optional ad-free video tier from $2.99 to $4.99, while the Prime Video benefit included with Prime remained ad-supported. Separately, reporting indicates that Prime Video’s ad load has grown, though Amazon does not publish a fixed ad-minute allowance.
What changed, and when?
| Service | Change | When | What it means |
|---|---|---|---|
| Max (U.S. direct-billed plans) | All three listed tiers became more expensive | New subscribers: October 21, 2025; existing subscribers: first billing cycle on or after November 20, 2025 | Basic with Ads, Standard, and Premium all rose in price. |
| Prime Video | Ad-free add-on rose from $2.99 to $4.99 per month and was renamed Prime Video Ultra | April 10, 2026 | The optional ad-free tier costs $2 more monthly. Amazon Prime’s membership price did not change as part of this announcement. |
| Prime Video advertising | Ads had already been introduced; a later report described a higher ad load | Ads began rolling out in early 2024; Adweek reported on the increase in June 2025 | The included Prime Video service remains ad-supported. The reported ad duration is not a guaranteed amount for every title or viewer. |
These were separate changes by two companies, not one coordinated price announcement. The practical pattern is similar, however: Max raised the price of every listed tier, while Amazon made avoiding ads on Prime Video more expensive and attached additional features to the higher-priced option.
Max: all three U.S. tiers went up
HBO Max’s U.S. price-change notice lists these direct-billed prices, before applicable taxes:
Crashes, No Sound, or Screen Glitches?
Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteWindows Errors? Fix Them Before They Spread
Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstall| Plan | Previous monthly price | Current monthly price | Current annual price | Monthly increase |
|---|---|---|---|---|
| Basic with Ads | $9.99 | $10.99 | $109.99 | $1 (about 10%) |
| Standard | $16.99 | $18.49 | $184.99 | $1.50 (about 8.8%) |
| Premium | $20.99 | $22.99 | $229.99 | $2 (about 9.5%) |
The increase was not limited to ad-free viewing: Basic with Ads also went up. The listed effective dates were October 21, 2025 for new subscribers and the first billing cycle on or after November 20, 2025 for existing subscribers. The company’s price-change notice gives the current prices, former prices, timing, and annual rates.
#1 Best Overall
- 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.
Annual billing costs less than paying the monthly rate for twelve months: $109.99 instead of $131.88 for Basic with Ads, $184.99 instead of $221.88 for Standard, and $229.99 instead of $275.88 for Premium. That is roughly 16% off the equivalent monthly total, but it requires paying upfront and keeping track of the annual renewal. Compare the official plan details before choosing: features and availability can vary by market and billing route.
Prime Video: the ad-free add-on got more expensive
Amazon began adding limited advertisements to Prime Video movies and shows in the U.S. in early 2024. At the time, it offered U.S. Prime members an ad-free option for an additional $2.99 per month. Amazon said the standard service would carry ads and described its aim as showing meaningfully fewer than linear television and other streaming services. Amazon’s original announcement explains that rollout.
Rank #2
- Ultra-speedy streaming: Roku Ultra is 30% faster than any other Roku player, delivering a lightning-fast interface and apps that launch in a snap.
- Cinematic streaming: This TV streaming device brings the movie theater to your living room with spectacular 4K, HDR10+, and Dolby Vision picture alongside immersive Dolby Atmos audio.
- The ultimate Roku remote: The rechargeable Roku Voice Remote Pro offers backlit buttons, hands-free voice controls, and a lost remote finder.
- No more fumbling in the dark: See what you’re pressing with backlit buttons.
- Say goodbye to batteries: Keep your remote powered for months on a single charge.
On April 10, 2026, Amazon replaced that add-on with Prime Video Ultra at $4.99 per month. That is a $2 monthly increase, or $24 over a year, on top of the underlying Prime membership. Amazon says Ultra includes up to five simultaneous streams, up to 100 downloads, and exclusive access to 4K/UHD viewing. Those are announced U.S. plan features, subject to supported content and devices. Amazon said the Ultra change did not raise the Prime membership price. See Amazon’s Ultra announcement for the terms and exceptions.
Free tools Windows power users keep installed
One-click scans. No signup required.
Ultra is not a promise that every screen and program will be free of advertising. Amazon says live TV and events, along with some other ad-supported content and subscriptions, may still include ads. A sports viewer who buys Ultra to eliminate every commercial break may therefore be disappointed. Add-on channel subscriptions can also have their own prices and ad policies.
Rank #3
- 4K 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
- 4K picture quality: With Roku Streaming Stick Plus, watch your favorites with brilliant 4K picture and vivid HDR color.
- Compact without compromises: Our sleek design 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.
Are Prime Video ads actually increasing?
There is credible reporting of a higher ad load, but no official universal quota. In June 2025, Adweek reported, citing six ad buyers and documents it reviewed, that Prime Video’s load had grown from roughly two to three-and-a-half minutes per hour around launch to approximately four to six minutes per hour. Treat that as a reported range, not a promise about every show, market, device, or viewing session. Amazon has not published that figure as a consumer-facing specification.
That distinction matters: ads began in 2024, the ad-free add-on became more expensive in 2026, and the claim about a larger ad load comes from third-party reporting. They are related parts of the viewing experience, but they are different changes backed by different evidence.
Rank #4
- Stunning 4K and Dolby Vision 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
- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
- Seamless streaming for any room: With Roku Streaming Stick 4K, watch your favorite entertainment on any TV in the house, even in rooms farther from your router thanks to the long-range Wi-Fi receiver.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
- Compact without compromises: Our sleek design won’t block neighboring HDMI ports, so you can switch from streaming to gaming with ease. Plus, it’s designed to stay hidden behind your TV, keeping wires neatly out of sight
What a household may pay in a year
These examples use U.S. listed monthly prices, assume twelve months of direct-billed Max, and exclude taxes. The Prime Video Ultra figures are the add-on alone; they do not include the cost of Amazon Prime.
| Combination | Annual total | What is excluded or worth noting |
|---|---|---|
| Max Basic with Ads | $131.88 | Taxes; annual Max billing would be $109.99. |
| Max Standard | $221.88 | Taxes; annual Max billing would be $184.99. |
| Max Premium | $275.88 | Taxes; annual Max billing would be $229.99. |
| Prime Video Ultra | $59.88 | Only the Ultra add-on; Amazon Prime membership cost is not included. |
| Max Basic with Ads + Prime Video Ultra | $191.76 | Excludes taxes and Amazon Prime membership. |
| Max Standard + Prime Video Ultra | $281.76 | Excludes taxes and Amazon Prime membership. |
| Max Premium + Prime Video Ultra | $335.76 | Excludes taxes and Amazon Prime membership. |
Do not compare Max’s price with $4.99 as if Ultra were a standalone Prime Video subscription: Ultra is an add-on. And do not assume a bundle is equivalent to a direct plan. Bundles can use different ad tiers, prices, upgrade rules, and account-management arrangements.
Best Value
- Streaming made easy: Roku Express lets you stream free, live and premium TV over the Internet—right to your TV. It’s perfect for new users, secondary TVs and easy gifting—but powerful enough for seasoned pros
- Quick and easy setup: Just plug it into your TV with the included High Speed HDMI Cable and connect to the internet to get started
- Tons of power, tons of fun: Compact and power-packed, you’ll stream your favorites with ease; from movies and series on Apple TV, Prime Video, Netflix, The Roku Channel, HBO, Showtime and Google Play to cable alternatives like Hulu with Live TV and PlayStation Vue, enjoy the most talked about TV across free and paid channels
- Low cost, no extra fees: For under $30, Roku Express streaming device includes a High Speed HDMI Cable—and there’s no monthly equipment fee; with access to free TV on hundreds of channels, there’s plenty to stream without spending extra
- Simple remote: Incredibly easy to use, this remote features shortcut buttons to popular streaming channels
Which choice makes sense?
- Keep Max Standard or Premium if your household regularly watches its programs and values ad-free viewing. Consider Premium only if its additional plan features matter to you.
- Try Max Basic with Ads if you watch often enough to justify keeping the service but can tolerate advertising and do not need higher-tier features. The ad tier also rose in price.
- Rotate or cancel Max if you subscribe for one show, have finished it, or rarely open the app. Check the next renewal date before paying for another month or year.
- Stay with the included Prime Video service if you mainly use Prime for other benefits, watch video occasionally, and can live with ads. The Ultra announcement did not change the Prime membership price.
- Consider Ultra if you watch Prime Video frequently and want ad-free on-demand viewing, more streams or downloads, or the announced 4K/UHD access. It may still not remove ads from live or other exempt content.
- For sports viewers, check the specific event’s ad treatment rather than assuming Ultra removes every interruption.
For a household watching one or two services at a time, rotating subscriptions can cost less than maintaining several year-round. Annual billing lowers Max’s effective monthly cost if you are sure you will keep it; monthly billing offers more flexibility if your viewing is seasonal.
Check who bills you before changing a plan
The listed Max prices apply to U.S. direct-billed plans. Your amount or change date may differ if you subscribe through Apple, Google Play, Roku, Samsung, Amazon, Prime Video Channels, a mobile carrier, or a TV or internet provider. Max says provider-billed customers may receive notices and timing from that provider. Before changing or canceling, find the subscription’s billing entity in your account or payment records; cancellation generally has to be handled by the company that bills you, not necessarily inside the streaming app. Max’s plan and billing help describes different subscription routes.
For either service, check the renewal date and the tier attached to any bundle before making a change. A lower advertised bundle price may reflect an ad-supported tier, while a provider-billed plan may not offer the same upgrade options or cancellation path as a direct subscription.
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.
