Amazon is restructuring Prime Video, and one of its most visible features is no longer included.
Beginning April 10, 2026, 4K streaming will require a new add-on tier called Prime Video Ultra, marking a shift in what subscribers get with a standard Prime membership.
What Is Prime Video Ultra
Amazon is renaming its ad-free add-on and increasing the price:
- $4.99/month (up from $2.99)
- $45.99/year option
Ultra includes:
- 4K / UHD streaming
- Dolby Atmos audio
- Ad-free viewing (with some exceptions)
- 5 concurrent streams
- 100 downloads
It becomes the only way to access Prime Video’s full feature set.
What Changes for Standard Prime Members
The content library does not change, but the experience does.
Included with Prime:
- HD and HDR streaming
- Dolby Vision (newly restored)
- 4 concurrent streams (up from 3)
- 50 downloads (up from 25)
No longer included:
- 4K / UHD
- Dolby Atmos
- Ad-free viewing
Before and After
Before (Included With Prime)
- 4K streaming included
- Dolby Atmos included
- Ad-free viewing standard
- 3 streams
- 25 downloads
After (Starting April 10)
- 4K requires $4.99/month Ultra
- Dolby Atmos requires Ultra
- Ads included by default
- 4 streams (standard) / 5 with Ultra
- 50 downloads (standard) / 100 with Ultra
Comparison: Standard vs Ultra
| Feature | Standard Prime | Prime Video Ultra |
|---|---|---|
| Price | Included with Prime | $4.99/month |
| Ads | Yes | No (with exceptions) |
| HD / HDR | Yes | Yes |
| Dolby Vision | Yes | Yes |
| 4K / UHD | No | Yes |
| Dolby Atmos | No | Yes |
| Streams | 4 | 5 |
| Downloads | 50 | 100 |
What Is Not Changing
Amazon is not splitting the content library by tier:
- Same movies and shows on both tiers
- Same Prime Originals
- Same live sports access
The difference is in quality and features, not availability.
What This Means
Amazon says Prime pricing is unchanged. That is true for the base subscription.
However, for subscribers who want the same experience they previously had -- particularly 4K streaming -- the cost is now higher.
This continues a broader shift:
- Ads are now part of the included tier
- Premium features are now part of a paid upgrade
For some viewers, the standard tier will be sufficient. For others, maintaining the same viewing quality will require an additional $4.99 per month.
The Bigger Picture
Streaming services are increasingly separating basic access from premium features.
Amazon’s approach differs slightly from competitors, which typically add lower-cost tiers with ads. In this case, Amazon has changed the included experience and introduced a higher-priced option for full features.
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