Amazon has officially launched its new Prime Video Ultra subscription plan in the United States. The new tier replaces the earlier ad-free plan, but comes with a noticeable price increase. While the old ad-free add-on was priced at $2.99 per month, the new Prime Video Ultra now costs $4.99 per month for existing Amazon Prime members.
The new plan focuses on improving the viewing experience, especially for users who want more control and better quality. One of the biggest changes is that 4K streaming is now exclusive to this Ultra plan. Users also get support for up to five simultaneous streams, compared to three streams earlier.
Amazon has also increased the offline download limit. Users can now store up to 100 titles for offline viewing, which is a big jump from the earlier limit of 25. As expected, the plan removes ads completely, which continues to be one of the biggest reasons users consider upgrading.
The price jump is quite significant. Amazon has nearly doubled the cost of going ad-free.
For some users, the added features like 4K and more streams may justify the price. But for others, especially those who only wanted to remove ads, this may feel expensive. This is where user perception becomes important. Many people were already unhappy when ads were introduced in Prime Video. Now, paying more to remove them again may not go well with everyone.
This move is not surprising. Streaming platforms are increasingly splitting features across multiple tiers. Higher video quality, more screens, and ad-free experiences are now often locked behind premium plans. Amazon is clearly following the same strategy to increase revenue while offering more options.
Right now, Prime Video Ultra is only available in the US. There is no official word on its launch in India yet. However, Amazon usually tests such changes in the US before expanding globally.
If introduced in India, pricing will be a key factor. The Indian market is more price-sensitive, and users may not be willing to pay extra just to remove ads or access 4K, especially when many competitors already offer these features at lower prices.
