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Amazon wants you to pay more for Prime Video. The US retailer is replacing its existing ad-free add-on in the US with a new tier called Prime Video Ultra, which launches on April 10, 2026.
The membership's ad-free add-on is a monthly extra that lets you watch Prime Video content without interruptions from adverts. In the UK, it currently costs £2.99 per month, on top of any existing Prime or Prime Video subscription. Without it, shows and movies include short commercial breaks, similar to traditional TV.
While the rollout is currently US-only, history suggests the UK won’t be far behind.
For instance, when Amazon first introduced adverts to Prime Video in 2024, the US led the way. The UK followed just a week later. If Prime Video Ultra follows the same pattern in the UK, subscribers could soon face a monthly fee of around £4.99 for ad-free streaming.
However, Amazon frames the move as an “upgrade,” bundling extra features alongside the higher price — including more streaming capabilities and offline downloads.
Here's everything you need to know about what's included in the pricier upgrade.
If you're not a current Prime Video subscriber, you can always test out a membership with a free 30-day trial before fully committing
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Ultra subscribers can stream on up to five devices at once, which is handy if you've got a busy household. You'll also be able to download up to 100 titles for offline viewing – which could be ideal for long flights or dodgy WiFi situations on the train.
The big one, though, is 4K streaming. This is where there's a noticeable difference in the current subscription tiers.
| Plan / Tier | Cost (UK) | What’s Included |
|---|---|---|
| Prime Video Only (ad‑supported) | £5.99 / month | Access to Prime Video content with adverts (standalone, no Prime delivery perks) |
| Amazon Prime (includes Prime Video) | £8.99 / month or £95 / year | Full Prime membership (Prime Video with ads as standard, plus delivery, Prime Music, etc.) |
| Prime Student (with Prime Video) | £4.49 / month or £47.49 / year | Discounted Prime for students (incl. Prime Video) |
| Ad‑free add‑on (optional upgrade) | +£2.99 / month | Removes ads from Prime Video content (extra on top of whichever subscription you have) |
Right now, 4K is available to everyone on Prime Video. But once Ultra launches, it's being locked behind the premium tier. The same will also apply to Dolby Atmos sound.
If you want to watch any shows live with an Amazon Prime Video subscription, you will also need a valid TV licence
| SKY TV PRESS OFFICEThis means if you want to keep watching your favourite shows in ultra-high definition, you'll need to invest the extra money. Otherwise, you'll be streaming with HD.
If you're not a current Prime Video subscriber, you can always test out a membership with a free 30-day trial before fully committing. This will allow you to watch several shows and movies like The Summer I Turned Pretty, The Bluff, Clarkson's Farm, and more. If you're unhappy with the membership, you can also cancel at any time.
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Amazon says the higher price reflects what it costs to deliver ad-free streaming with premium features. The company reckons this approach brings it in line with other major services while giving customers flexibility in how they watch.
It's worth noting that Prime Video now reaches more than 315 million ad-supported viewers worldwide – a massive jump from 200 million in April 2024. Advertising has become a serious money-spinner for the company too, with streaming ad revenue climbing 22% during 2025.