Amazon will increase ad-free Prime Video prices by $2 per month on April 10

Beginning April 10, Amazon Prime members will see an increase in the cost of ad-free Prime Video, escalating from $3 to $5 per month. This adjustment comes alongside the introduction of a new subscription tier named "Prime Video Ultra," designed to enhance the viewing experience for subscribers. With the launch of Prime Video Ultra, Amazon will expand the capabilities of this tier, allowing users to enjoy up to five simultaneous streams and download up to 100 titles, a significant increase from the previous limits of three streams and 25 downloads. Meanwhile, the standard ad-supported Prime Video will remain included in the regular Prime membership, which starts at $15 per month. As part of the new structure, 4K viewing will require the Prime Video Ultra subscription, along with access to Dolby Atmos audio. However, customers opting for the more affordable tier will still be able to experience Dolby Vision, enjoy up to four simultaneous streams, and download 50 titles. For context, ad-free streaming on competing platforms like Netflix with 4K support costs $25 monthly, while Disney+ charges $19 for similar features. Amazon emphasized that providing ad-free content with high-quality features necessitates substantial investment, and this new pricing model aligns with industry standards while offering flexibility to viewers. This pricing change follows Amazon's decision in January 2024 to implement advertisements for all Prime Video users unless they opted for the additional fee. Since then, the frequency of ads has reportedly increased, with a notable rise in ad load compared to industry averages, as highlighted in a January 2024 report by The Wall Street Journal.