Amazon Prime Video Introduces New Pricing Structure, Removes 4K Access from Ad-Supported Tier
Amazon has announced significant changes to its Prime Video subscription model, effective April 10, that will impact how users access premium streaming features. The company is restructuring its pricing tiers and removing certain high-quality viewing options from its ad-supported service.
The most notable change involves the elimination of 4K streaming capability for Prime Video subscribers who choose the ad-supported version. Previously, users could access ultra-high-definition content even with advertisements, but this feature will now be restricted to a new premium tier.
Amazon is launching “Prime Video Ultra,” a new subscription level that will cost $5 monthly in addition to the standard Prime membership fee. This represents an increase from the current $3 monthly add-on for ad-free viewing. The Ultra tier will be the only way to access 4K content and Dolby Atmos audio enhancement.
Along with the price adjustment, Amazon is expanding certain features for the Ultra subscription. Users will be able to stream on five devices simultaneously, up from the current three-device limit. The download allowance will also increase substantially, jumping from 25 to 100 permitted downloads.
The standard ad-free tier, while losing 4K capability, will receive some improvements. It will retain Dolby Vision support and increase simultaneous streaming from three to four devices. Download limits will also expand from 25 to 50 titles.
Amazon’s Prime membership currently begins at $15 monthly, making the total cost for Ultra access $20 per month when combined with the base subscription. This pricing strategy positions Amazon competitively within the streaming market, where Netflix charges $25 monthly for 4K ad-free service and Disney+ costs $19 monthly for similar features.
The company justified these changes by citing the substantial investment required to maintain premium streaming quality without advertisements. Amazon emphasized that this new structure aligns with industry standards while providing customers with flexible viewing options.
This announcement continues Amazon’s gradual shift toward a more advertising-focused model for Prime Video. The company initially introduced ads to all Prime subscribers in January 2024, requiring an additional fee for ad-free viewing. Since implementation, Amazon has been steadily increasing advertisement frequency, with recent reports indicating that users now encounter up to six minutes of ads per hour of content.