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The premise is directionally right, but these changes did not happen at the same time. Max raised prices on all three U.S. plans in late 2025. Prime Video’s included service remains ad-supported; in April 2026, Amazon raised the price of its ad-free add-on from $2.99 to $4.99 a month and added premium features. Separately, reporting indicates Prime Video’s ad load has grown, though there is no official fixed number of minutes that applies to every viewer.
At a glance: two different ways the cost changed
| Service | What changed | Current U.S. direct price | When |
|---|---|---|---|
| Max | All three listed plans became more expensive | Basic with Ads $10.99/month; Standard $18.49/month; Premium $22.99/month | New subscribers from Oct. 21, 2025; existing subscribers from their first billing cycle on or after Nov. 20, 2025 |
| Prime Video | The ad-free add-on became more expensive and gained features; Prime membership itself did not change in this announcement | Prime Video Ultra $4.99/month, in addition to Prime | Apr. 10, 2026 |
These are U.S. prices, before applicable taxes. Actual charges can differ with promotions, bundles, or billing through a third party.
Max raised every listed plan, including its ad tier
Max’s 2025 increase was not limited to ad-free viewing. Basic with Ads rose from $9.99 to $10.99 per month, Standard from $16.99 to $18.49, and Premium from $20.99 to $22.99. That works out to increases of about 10%, 8.8%, and 9.5%, respectively. Max’s price-change notice lists the new prices, effective dates, annual options, and billing-provider caveats; its plan information describes the plan framework.
| Max plan | Old monthly | Current monthly | Current annual | Monthly increase |
|---|---|---|---|---|
| Basic with Ads | $9.99 | $10.99 | $109.99 | $1 |
| Standard | $16.99 | $18.49 | $184.99 | $1.50 |
| Premium | $20.99 | $22.99 | $229.99 | $2 |
Standard and Premium are the ad-free tiers; Premium is the higher-priced option with additional plan features, including 4K/UHD and more simultaneous viewing, subject to current plan terms. Check the plan details before choosing: names, features, and availability can vary by market and billing route.
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- Advanced 4K streaming - Elevate your entertainment with the next generation of our best-selling 4K stick, with improved streaming performance optimized for 4K TVs.
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Paying annually costs less than 12 monthly payments at these listed rates: about $21.89 less for Basic with Ads, $36.89 less for Standard, and $45.89 less for Premium. That is roughly 16% savings, but it requires paying upfront and watching the renewal date. An annual plan is a poor bargain if you expect to cancel after a short run of shows.
Prime Video: ads came first; the ad-free option later cost more
Amazon began showing ads in U.S. Prime Video movies and shows in early 2024. At that time, it offered U.S. Prime members an ad-free option for an extra $2.99 a month. Amazon’s original announcement described the ads as limited and said the service aimed to show meaningfully fewer ads than linear TV and other streaming services.
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- Upgrade your TV, instantly – Fire TV Stick HD is our fastest HD streaming stick ever, with a streamlined navigation that jumps straight to your movies, shows, and live TV. Take your entertainment on the go with the new ultra-portable profile. And watch it all come to life with crisp Full HD and Wi-Fi 6 support.
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- All your apps in one place – Prime Video, Netflix, YouTube, Disney+, Apple TV, HBO Max, Hulu, Peacock, Paramount+, and thousands more. It’s easy to find what to watch from hundreds of thousands of movies and TV episodes, including free, ad-supported content. Subscription fees may apply.
- Our most portable stick – Thin and light, without extra clutter. Connects directly to your TV's HDMI port without blocking other ports.
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On April 10, 2026, Amazon replaced that add-on with Prime Video Ultra at $4.99 a month, a $2 monthly increase, or $24 more over a year. It is an add-on to Prime, not the full cost of a Prime membership. Amazon says Ultra includes up to five simultaneous streams, up to 100 downloads, and exclusive access to 4K/UHD. The announcement did not change Prime membership pricing. See Amazon’s Ultra announcement for terms and limits.
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Rank #3
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Elevate your entertainment experience with a powerful processor for lightning-fast app starts and fluid navigation.
- Cloud gaming, no console required – Stream Call of Duty: Black Ops 7, Hogwarts Legacy, Outer Worlds 2, Ninja Gaiden 4, and hundreds of games on your Fire TV Stick 4K Select with Xbox Game Pass and Luna via cloud gaming. Xbox Game Pass subscription and compatible controller required. Each sold separately.
- Smarter picks with Alexa+ – Getting to what you love has never been easier. Press the voice remote button and talk naturally to find what to watch across your apps, manage your smart home, or dive into virtually any topic.
- Enjoy the show in 4K Ultra HD, with support for Dolby Vision, HDR10+, and immersive Dolby Atmos audio.
Are Prime Video ads actually increasing?
There is credible reporting of a higher ad load, but not a universal quota. In June 2025, Adweek reported, citing six ad buyers and documents it reviewed, that Prime Video’s load had grown from roughly two to three-and-a-half minutes per hour around launch to about four to six minutes per hour. That is a reported estimate, not an official Amazon specification or a guarantee for every title, market, device, or viewing session. The practical distinction is that the included service continues to carry ads, while Ultra is the paid route to reduce them for eligible on-demand programming.
What the listed prices add up to over a year
For U.S. subscribers paying monthly, these are useful before-tax comparisons:
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- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
- All your favorite apps in one place – Experience endless entertainment with access to Prime Video, Netflix, YouTube, Disney+, Apple TV+, HBO Max, Hulu, Peacock, Paramount+, and thousands more. Easily discover what to watch from hundreds of thousands of movies and TV episodes (subscription fees may apply), including free, ad-supported content.
- Getting set up is easy – Plug in and connect to Wi-Fi for smooth streaming.
- Max Basic with Ads: $131.88 a year.
- Max Standard: $221.88 a year.
- Max Premium: $275.88 a year.
- Prime Video Ultra: $59.88 a year, on top of the cost of Amazon Prime.
For example, Max Standard plus Ultra is $281.76 a year before tax, excluding Prime membership. Max Premium plus Ultra is $335.76, also excluding Prime. These examples use direct monthly prices; annual Max plans, provider bundles, promotions, and third-party billing can change the total. Compare the full cost of Prime plus Ultra with Max, not Ultra’s $4.99 add-on by itself.
Which choice makes sense for your household?
- Keep Max Standard or Premium if you regularly watch its programming and value ad-free viewing. Premium is worth considering only if you will use its added features, such as 4K/UHD or greater simultaneous viewing.
- Downgrade to Basic with Ads if you watch enough Max to keep it but can tolerate ads and do not need the higher-tier features. The ad tier also rose in price, so it is not a way to avoid the increase altogether.
- Rotate or cancel Max if you subscribed for a show that has ended or use the service only occasionally. A monthly subscription can be easier to pause between releases; check an annual renewal before it bills.
- Stay with the included Prime Video benefit if you mainly value Prime for other benefits, watch video occasionally, and can live with ads. The Ultra price change does not require every Prime member to pay more for video.
- Consider Ultra if you watch Prime Video frequently, want fewer ads on eligible programming, or will use its stream, download, and 4K/UHD limits. It is less compelling if your main viewing is live sports or events that may still carry ads.
- Compare bundles carefully if you already pay for services offered together. Check which ad tier is included and whether upgrading, account management, or cancellation works differently; a bundle is not automatically ad-free or cheaper for your usage.
Check who bills you before changing a plan
A price shown on Max’s direct page may not be the amount or timing that applies if you subscribe through Apple, Google Play, Roku, Samsung, Amazon, a Prime Video Channel, or a mobile, internet, or television provider. Max says provider-billed subscribers may receive notices and timing from that provider. Find the billing entity on your receipt or account page before downgrading or canceling; cancellation often has to be completed through the company that bills you, rather than in the streaming app. Max’s support information covers plan and billing routes.
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- TV, simplified: With setup that only takes minutes, a simple-to-navigate Home Screen, and an uncluttered remote control that does all you need—Roku makes it easier to watch the TV you love.
The broader consumer trade-off is not simply that both companies raised the same subscription price. Max increased the monthly price of every listed tier. Amazon kept the underlying Prime price unchanged in its 2026 announcement, while making the ad-free video add-on more expensive and placing additional viewing features in Ultra. For subscribers, the useful question is whether the service and features justify the full cost they actually pay—and whether ads are an acceptable lower-cost option.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
