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Amazon Unveils Prime Video Ultra: Price Hike and New Features

3/13/2026

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Summary

Story summary

Amazon.com, Inc. will launch Prime Video Ultra on April 10, 2026, with the price raised from $2.99 to $4.99.
Prime Video Ultra is a rebranded ad-free tier offering five concurrent streams, 100 downloads, 4K/UHD streaming.
Current ad-free subscribers will automatically transition to the Ultra plan.
Live sports may still include ads despite the premium upgrade.
The Ultra plan is initially available in the United States, with expansions to other countries.

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Story summary

Amazon.com, Inc. will launch Prime Video Ultra on April 10, 2026, with the price raised from $2.99 to $4.99.
Prime Video Ultra is a rebranded ad-free tier offering five concurrent streams, 100 downloads, 4K/UHD streaming.
Current ad-free subscribers will automatically transition to the Ultra plan.
Live sports may still include ads despite the premium upgrade.
The Ultra plan is initially available in the United States, with expansions to other countries.