Amazon Rebrands Ad-Free Prime Video as Prime Video Ultra With Price Rise
Amazon says its ad-free Prime Video tier will be renamed Prime Video Ultra and its price will rise from $2.99 to $4.99 per month starting April 10. Ultra adds 4K/UHD streaming, allows five concurrent streams (up from three), and supports up to 100 downloads (from 25). The standard Prime Video plan will also increase downloads to 50 and concurrent streams to four. Prime Video remains part of Amazon Prime (and standalone is $14.99/month). The move underscores ongoing monetization of streaming services, with Prime Video expanding features like NBA games in recent seasons.