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Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →Amazon raised the U.S. price of its optional ad-free Prime Video add-on from $2.99 to $4.99 per month on April 10, 2026, and renamed it Prime Video Ultra. Amazon says the price of Prime membership itself did not change. Ultra adds 4K/UHD, Dolby Atmos, more simultaneous streams and more downloads—but whether those extras justify the higher bill depends on how you watch.
What changed, and what did not
Amazon announced the change on March 13, 2026. The new $4.99 monthly price took effect April 10, replacing the previous $2.99 monthly charge for the optional ad-free subscription. Amazon describes the renamed plan as Prime Video Ultra. Amazon’s announcement says the Prime membership price itself was unchanged.
That distinction matters: Ultra is an add-on, not a new Prime membership price. Amazon’s current U.S. explainer lists Prime membership at $14.99 per month or $139 per year, separately from the Ultra charge. Prime Video also offers rentals, purchases and other optional subscriptions; those are separate from the Ultra add-on. Amazon says the catalog included with Prime can change over time. Amazon’s Prime Video explainer and Prime Video Help describe those distinctions.
Prime Video plans compared
Amazon’s current comparison shows that the included Prime Video benefit has picture-format support and viewing limits of its own. The Ultra tier adds ad-free viewing and expands some limits.
#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.
| Feature | Included with Prime Video | Prime Video Ultra |
|---|---|---|
| Price | Included with Prime membership; U.S. Prime costs $14.99 monthly or $139 annually, according to Amazon’s current explainer. | $4.99 monthly; eligible customers with an annual Prime membership can choose $45.99 annually. Amazon describes the annual Ultra price as 23% below paying monthly. |
| Ads | Ads may appear. | Ad-free viewing for eligible content. Live TV, events such as sports, and some ad-supported content and subscriptions may still include ads. |
| Video and audio formats | HD, HDR10, HDR10+ and Dolby Vision. | UHD/4K and Dolby Atmos, as well as the listed picture-format support. |
| Concurrent streams | Up to four. | Up to five. |
| Offline downloads | Up to 50. | Up to 100. |
Plan prices, features and limits are from Amazon’s current Ultra comparison; Prime membership pricing is also listed in Amazon’s explainer. Ultra requires Prime or a Prime Video subscription and is currently available in the U.S. only. Limits may vary by title, device or provider. Video and audio formats depend on the title, compatible device and internet bandwidth.
Who is most likely to get value from Ultra?
The upgrade is most relevant if you regularly watch ad-free, have a setup and content that can use 4K/UHD or Dolby Atmos, or need the higher stream or download limits. If you do not use those features, the included benefit may be enough: it already supports HD, HDR10, HDR10+ and Dolby Vision, as well as up to four concurrent streams and 50 downloads, according to Amazon’s current comparison.
Rank #2
- 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.
- 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.
- Fire TV Ambient Experience lets you display over 2,000 pieces of museum-quality art and photography.
- Consider Ultra if removing ads is worth $4.99 a month to you, or if the extra stream and download capacity solves a household need.
- Check format compatibility first if UHD/4K or Dolby Atmos is the main draw. A title, device or connection that does not support the format will limit what you can use.
- Compare annual and monthly billing if you have an annual Prime membership: Amazon lists Ultra at $45.99 annually as well as $4.99 monthly, and calls the annual option 23% below the monthly rate.
Amazon says the higher price reflects the investment required to deliver ad-free streaming with premium features and gives customers a choice in how they watch. That is the company’s stated rationale, not independent evidence of its costs. The practical question is simpler: do the features you will actually use make the extra charge worthwhile?
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Ultra does not promise
“Ad-free” does not mean every stream is guaranteed to be free of advertising: Amazon says live TV, sports and other events, and some ad-supported content and subscriptions may still include ads. Nor does Ultra guarantee that every title will be available in 4K or Dolby Atmos; availability depends on the title and playback setup. The subscription change alone does not establish a need to buy new hardware.
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Rank #3
- 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.
In its March 13 report, Stuff covered the announcement and described the previous and new prices. Amazon’s current plan comparison is the more useful reference for today’s included-tier features and limits, which can differ from descriptions made at the time of the announcement.
Quick Recap
Best Value
- This bundle contains Amazon Fire TV Stick 4K Select and 2-Year Protection Plan.
- 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.
- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- 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.
- Find it fast. Watch it now. – Easily find what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
Rank #4
- 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.
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.
