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Amazon announces ‘Prime Video Ultra’ with higher price, new features

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Why This Matters

Amazon's introduction of Prime Video Ultra marks a shift towards a more premium, feature-rich streaming tier that comes at a higher cost, reflecting industry trends toward offering enhanced experiences for paying subscribers. This move could influence consumer choices and competitive strategies among streaming services, emphasizing the importance of value-added features. As the only ad-free option from Amazon, it signals a focus on delivering higher quality and flexibility for dedicated viewers.

Key Takeaways

Amazon has announced a new ‘Prime Video Ultra’ streaming plan launching next month that replaces the current ad-free tier and includes more features, but at a higher price.

Prime Video Ultra will be the only ad-free streaming option from Amazon and cost $4.99/month

If you currently pay Amazon for ad-free Prime Video streaming, the price is about to go up.

That’s because there’s a new ‘Prime Video Ultra’ tier debuting next month that will replace the current ad-free option.

Prime Video Ultra will cost $4.99/month when it launches on April 10 for US subscribers.

That price is on top of the standard Amazon Prime subscription ($14.99/month or $139/year). And it’s a sizable increase over the current $2.99/month ad-free plan.

Alongside the higher price, Amazon is providing additional features for its Ultra plan:

up to five concurrent streams (currently three)

up to 100 downloads (currently 25)

and exclusive access to 4K/UHD streaming

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