The “$3” Prime Video ad-free fee is old news: Amazon’s original U.S. ad-free option cost $2.99 a month, but it has been replaced by Prime Video Ultra at $4.99 a month. The new price took effect April 10, 2026. Amazon did not raise the base Prime membership price as part of the change; members can still watch the standard Prime Video benefit with limited ads and no Ultra surcharge.
How the Prime Video ad-free price changed
- 2023: Amazon announced that Prime Video would introduce limited ads and that U.S. Prime members could pay an additional $2.99 per month for an ad-free option. The announcement said the base Prime price would not change at that time. Amazon’s announcement described the plan.
- January 29, 2024: Amazon began charging for the ad-free option as advertising rolled out. The original fee was $2.99 per month, according to an Amazon customer-forum response.
- March 13, 2026: Amazon announced that Prime Video Ad Free would become Prime Video Ultra and cost $4.99 per month in the U.S.
- April 10, 2026: The Ultra price and feature changes took effect for applicable subscriptions or renewals, according to Amazon’s customer notice.
The move from $2.99 to $4.99 is a $2 monthly increase—about 67% over the former fee. So the “$3 price bump” headline accurately describes the original ad-free charge, not the current U.S. price. Amazon’s Ultra announcement says the base Prime membership price did not change as part of this update.
What you get with Prime versus Prime Video Ultra
Ultra changes more than the advertising experience: it adds higher-resolution and audio options, plus greater stream and download limits. Amazon says both options include the same selection of Prime Video programming.
| Feature | Prime Video benefit with Prime | Prime Video Ultra |
|---|---|---|
| Price in the U.S. | Included with Prime | $4.99 per month; eligible annual Prime customers can choose $45.99 per year |
| Advertising | Limited ads | Ad-free for eligible Prime Video content; exceptions remain for some programming |
| Concurrent streams | Up to 4 | Up to 5 |
| Offline downloads | Up to 50 | Up to 100 |
| UHD/4K | Not included under the new structure | Included, where supported |
| Dolby Vision | Available for applicable content | Available for applicable content |
| Dolby Atmos | Not listed as included | Included, where supported |
| Content selection | Prime Video selection | Same selection as the Prime Video benefit |
These feature limits and prices are from Amazon’s Ultra announcement. Stream and download limits apply across account profiles, and title-, device- or provider-specific limits may also apply. UHD/4K, Dolby Vision and Dolby Atmos depend on the title, device and internet bandwidth; Ultra does not make every title available in every format.
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What the options cost together
Amazon listed U.S. Prime membership at $14.99 per month or $139 per year in its Ultra announcement. The figures below are simple arithmetic using those listed prices, before taxes or other add-ons; the annual Ultra option is specifically described for customers with an annual Prime plan.
| Plan combination | Annualized or monthly total | How it is calculated |
|---|---|---|
| Monthly Prime with standard Prime Video | $14.99 per month | Prime membership; standard Prime Video is included |
| Monthly Prime plus Ultra | $19.98 per month | $14.99 Prime + $4.99 Ultra |
| Annual Prime plus Ultra paid monthly for 12 months | $198.88 per year | $139 Prime + ($4.99 × 12) |
| Annual Prime plus annual Ultra, where eligible | $184.99 per year | $139 Prime + $45.99 Ultra |
Amazon says the $45.99 annual Ultra price is a 23% discount compared with paying $4.99 monthly for a full year. That is a $13.89 annual saving by straightforward price arithmetic. Check the option shown in your account rather than assuming the annual Ultra plan is available to every subscriber.
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Ultra does not remove every kind of advertising
“Ad-free” applies to eligible Prime Video movies and shows, not every video or service that can appear in the Prime Video experience. Amazon says live TV, live events, sports and select ad-supported content may still contain ads. Promotions or sponsorships within live programming may also remain. Prime Video Channels are separately billed subscriptions, while rentals and purchases are separate transactions; their terms and advertising can differ from the included Prime Video benefit. Amazon outlines these exceptions in its Ultra plan details and Prime Video overview.
Who is likely to get value from Ultra?
Ultra may make sense if you
- Watch Prime Video often and find interruptions disruptive.
- Have a compatible 4K television or Dolby Atmos audio setup and watch titles that support those formats.
- Need more simultaneous streams for a household or regularly download shows for travel.
- Already keep Prime for delivery and consider streaming a worthwhile additional benefit.
Keeping standard Prime Video may be better if you
- Watch only occasionally and are willing to accept limited ads.
- Do not use 4K, Dolby Atmos, extra streams or higher download limits.
- Mainly watch live sports or events, where Ultra may not eliminate advertising.
- Would rather avoid another recurring charge on top of Prime.
The decision is not “pay $4.99 or lose Prime Video.” You can keep the included service with limited ads, add Ultra for its eligible ad-free viewing and technical features, or reassess whether Prime or Prime Video fits your household’s spending and viewing habits.
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- 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.
Ways to spend less if you do not want Ultra
- Accept the included ad-supported option: Prime Video remains available with limited ads without the Ultra surcharge.
- Pay only for a specific title: Renting or buying can suit someone who wants one movie or show rather than an ongoing subscription. Use the Prime Video storefront to see the available options; those purchases or rentals are billed separately.
- Rotate subscriptions: If your viewing centers on a particular series, you can subscribe only during the months you plan to watch, then cancel according to the service’s terms.
- Compare other services or free ad-supported options: Compare the specific catalog, ad model and features you need; prices and plan terms vary, so verify them directly before switching.
Who can use the U.S. Ultra price?
Amazon’s announcement gives the $4.99 monthly price for the United States and says Ultra requires an Amazon Prime or Prime Video subscription. Do not apply that figure to other countries: the Ultra announcement identifies U.S. availability at launch, while the earlier advertising rollout used different timing and pricing in other markets. Check your local account for current availability and terms.
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