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is bumping up the price of its ad-free Prime Video offering in the U.S. by $2 a month, the company announced Friday.
The service will now cost $4.99 a month, up from $2.99 a month, starting April 10. As part of the price hike, Amazon is rebranding the ad-free tier as “Prime Video Ultra,” and said it’s adding more features to the subscription, like the ability to watch content on five devices simultaneously, up to 100 downloads and 4K streaming.
“Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have the flexibility to choose how they want to watch,” the company wrote in a blog post.
Amazon first introduced ads on its Prime Video streaming service in 2024. Customers who want to watch shows or movies without ads have to pay an additional monthly cost. That includes members of Amazon’s Prime program, who pay $139 a year for the subscription service.
