Amazon is increasing the cost of its ad-free Prime Video plan while restricting 4K UHD playback to a higher level. Effective April 10 in the United States, the renamed Prime Video Ultra option will be priced at $5 monthly, an increase from the previous $3 rate.
The additional $2 fee provides expanded downloads from 25 to 100 items and allows up to five simultaneous streams compared to the earlier limit of three. The value of these enhancements, which add $24 yearly, may vary based on individual needs, such as consuming extensive series during extended travel or supporting multiple devices on one account.
These updates are particularly frustrating for existing Amazon Prime subscribers, who receive ad-supported Prime Video access as part of their package. Amazon is eliminating 4K streaming availability from the base level, forcing those paying $15 monthly or $139 annually for Prime to settle for 1080p resolution without opting into the Prime Video Ultra upgrade.
The company is adding Dolby Vision compatibility for the first time and boosting the number of simultaneous streams and downloads even on the ad-supported version. However, UHD content, previously accessible to all Prime Video users at no extra charge, is now withheld, with Dolby Atmos audio limited to the $5 plan.
This move aligns Amazon with other platforms like Apple TV, Disney+, and HBO Max, which have recently adjusted their pricing upward. Viewers aiming to avoid further expenses have less than a month to enjoy the second season of Fallout in full UHD detail.