Amazon has unveiled a new Prime Video Ultra streaming plan launching April 10 that replaces the current ad-free tier with more features at a higher price. The new plan costs $4.99 per month on top of a standard Amazon Prime subscription, marking a significant increase from the previous $2.99 ad-free option.

Alongside the price increase, Amazon is adding several premium features to the Ultra tier. Subscribers will get up to five concurrent streams instead of three, up to 100 downloads compared to 25, and exclusive access to 4K/UHD streaming. These upgrades may entice users to upgrade from the base Prime Video plan.

Amazon says the changes align with other major streaming services while ensuring customers have flexibility in how they watch. The company emphasizes that core Prime Video benefits including HD/HDR and Dolby Vision remain included with standard Prime membership at no additional cost. Prime Video Ultra is launching only in the US for now, but could expand globally if successful.