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Amazon to Increase the Price of Ad-Free Prime Video Streaming

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Why This Matters

Amazon's introduction of Prime Video Ultra, a new ad-free subscription tier, signifies a strategic move to enhance user experience with advanced features while increasing prices. This shift reflects broader industry trends towards premium, customizable streaming options and highlights Amazon's focus on differentiating its service offerings for consumers seeking higher quality and flexibility.

Key Takeaways

Amazon on Friday announced Prime Video Ultra, a subscription that replaces its existing ad-free offering in the US, starting on April 10. The subscription is $5 per month and removes commercials for customers who have the default, ad-supported version of Prime Video through a standalone subscription or Prime membership.

Existing ad-free customers who pay an extra $3 per month to stream without ads will become Ultra subscribers and pay $2 more in April but gain "advanced viewing features," according to an email from Amazon obtained by CNET. These added features include:

4K UHD video

100 downloads (increased from 25)

Five simultaneous streams (increased from three)

The default version of Prime Video will offer 50 downloads and four concurrent streams, according to an Amazon blog post. A Prime Video standalone subscription costs $9 a month, and a Prime membership that includes a Prime Video benefit costs $15 a month or $139 a year. If you get Prime Video through an annual Prime membership, you can choose to sign up for a Prime Video Ultra annual plan for $46.

Prime Video Ultra subscribers may still see ads on live TV and events, as well as on other select ad-supported content and add-on subscriptions, Amazon wrote. Read more about the Prime Video streaming service and the perks you get with a Prime membership.