Prime Video has retired its Ad Free subscription plan and is moving existing members to a new Ultra tier starting April 10, with updates continuing via an email sent July 2. Ultra keeps the no-ads promise while adding features like 4K UHD, Dolby Atmos, expande
For a lot of Prime Video subscribers, the appeal was simple: hit play and don’t see ads. But that comfort just started disappearing behind the scenes.
Prime Video has retired its Ad Free subscription option, replacing it with a new Ultra tier. The shift was announced by Amazon in March, with the change set to take effect on April 10. From that point forward. Prime Video Ad Free memberships have been phased out. and existing users have been automatically renewing into the Ultra plan each month.
The timing didn’t end there. Prime Video sent another reminder email on July 2—more than three months after the rollout started—letting subscribers know the old option is fully on the way out.
Ultra keeps the core selling point of the Ad Free plan—no ads—but it also upgrades what you get. Prime Video Ultra costs $4.99 a month, or $45.99 for an annual plan. The monthly plan includes 4K UHD streaming. Dolby Atmos audio. up to 100 offline downloads for licensed titles. and five simultaneous streams.
That’s a bump from the older Ad Free tier, which offered 25 offline downloads and three simultaneous streams at once.
Prime Video isn’t going anywhere. and the company seems to be betting that the expanded feature set will feel worth the switch. Amazon and Prime Video are also lining up new content alongside a recent catalog of major hits. including Reacher. The Lord of the Rings: The Rings of Power. The Boys. Invincible. Fallout. The Wheel of Time. and The Summer I Turned Pretty.
More adaptations are also planned. Prime Video has The Love Hypothesis in the works, starring Lili Reinhart and Tom Bateman, and it has a planned version of Ali Hazelwood’s Love, Theoretically. Amazon is also still working on its long-awaited God of War series.
For subscribers watching the plan change unfold, the bottom line is clear: Prime Video Ad Free may be gone, but Ultra is now the streamer’s premium no-ads option—complete with the higher-end streaming and expanded allowances that come with the new tier.
Prime Video Ultra plan Ad Free Amazon streaming subscriptions 4K UHD Dolby Atmos offline downloads simultaneous streams Reacher The Lord of the Rings: The Rings of Power The Boys Invincible Fallout The Wheel of Time The Summer I Turned Pretty The Love Hypothesis Love Theoretically God of War series