Amazon has rolled out Prime Video Ultra, a new ad‑free tier for U.S. Prime members. The plan launches at $4.99/month, replacing the former $2.99 ad‑free option. Ultra grants 4K/UHD streaming, five simultaneous streams, and up to 100 offline downloads.

The jump in price mirrors the added value. Subscribers gain full‑resolution content and higher parallel viewing limits—benefits absent in the previous ad‑free tier. The removal of ads also positions Ultra as a premium choice for viewers who prioritize uninterrupted binge‑watching.

To switch, members visit the Prime Video settings page and click “Go ad free with Ultra.” The change is immediate for existing Prime accounts, with no extra sign‑up required. The move reflects Amazon’s push to deepen platform engagement and compete with rivals offering similar ad‑free, high‑quality options.

Amazon’s decision to bundle 4K and expanded download capacity into a single tier signals a shift toward bundled premium services. Consumers who value top‑tier picture quality and multitasking now have a clear, cost‑effective upgrade path.