Amazon Increases Price of Ad-Free Prime Video Add-On

One of the best benefits of Amazon Prime, the ad-free Prime Video library, is no longer free as of 2024, with the added price of $2.99/month. However, starting April 10, 2026, Amazon is bumping up the price to $4.99/month, an increase of 67%. In an email to subscribers, Amazon announced this change and introduced Prime Video Ultra, offering enhanced viewing features like ad-free streaming, 4K UHD video, Dolby Atmos, 100 downloads for licensed content, and 5 concurrent streams. Annual subscribers can switch to an annual Ultra plan for $45.99/year, saving 23% annually. The subscription will automatically renew unless canceled. This price hike is steep for a service that users originally enjoyed for free and now locks 4K video behind a paywall. Despite the added perks like more downloaded content and streams, this increase may not sit well with all subscribers.