Prime Video Ultra price jumps to $4.99 monthly with new 4K streaming features

Amazon is hiking the price of its ad-free Prime Video tier by 67%, rebranding it as Prime Video Ultra from April 10, 2026. According to The Hollywood Reporter, the monthly cost jumps from $2.99 to $4.99, but subscribers get 4K streaming, more concurrent streams, and increased downloads. UAE viewers will see the same changes as the global rollout takes effect.

What is Prime Video Ultra?

Prime Video Ultra is Amazon's rebranded ad-free streaming tier that costs $4.99 per month starting April 10, 2026. The service includes 4K/UHD streaming quality, five concurrent streams (up from three), and up to 100 downloads (previously 25). This represents a significant upgrade from the previous $2.99 ad-free option.

The rebrand positions Amazon's premium tier as a more comprehensive streaming package. Subscribers get the same ad-free experience they're used to, plus enhanced technical capabilities that bring it closer to competing with Netflix's premium tiers.

For UAE viewers, this means better picture quality on compatible devices and the ability to stream on more devices simultaneously — useful for larger households or families sharing one account.

How much does Prime Video cost now?

Starting April 10, 2026, Prime Video Ultra will cost $4.99 per month globally, including in the UAE. This represents a $2 increase from the current $2.99 ad-free tier — a 67% price jump that Amazon is positioning as value through enhanced features.

The standard Prime Video service remains included with Amazon Prime memberships but comes with ads. However, this tier also gets improvements: concurrent streams increase from three to four, and downloads rise from 25 to 50.

For comparison, our Netflix vs Prime Video comparison shows how these changes affect the streaming landscape in UAE, where viewers have multiple platform options at different price points.

What This Means for UAE Subscribers

UAE Prime Video subscribers face a choice: accept the higher price for Ultra benefits or stick with the ad-supported standard tier. The timing coincides with increased competition in the region, including Dubai's own streaming platform and free alternatives like LG Channels.

The 4K streaming addition is particularly relevant for UAE households with newer TVs and fast internet connections. However, the $2 monthly increase adds up to $24 annually — a significant jump for what was previously Prime Video's budget-friendly ad-free option.

Amazon hasn't announced UAE-specific pricing in AED, suggesting the global USD pricing structure will apply. This makes Prime Video Ultra more expensive than some regional alternatives but competitive with international platforms.

Prime Video Ultra vs Standard: Feature Breakdown

The differences between Prime Video's tiers are now more pronounced. Ultra subscribers get premium features that justify the higher price point, while standard users receive modest improvements to downloads and concurrent streaming.

• 4K/UHD streaming: Ultra exclusive, major visual upgrade for compatible devices
• Concurrent streams: Ultra gets 5, Standard gets 4 (both increased from 3)
• Downloads: Ultra offers 100, Standard provides 50 (both up from 25)
• Ad experience: Ultra remains ad-free, Standard includes advertisements

These changes reflect Amazon's strategy to create clearer value tiers. Standard users get some improvements to ease the sting of ads, while Ultra positions itself as a premium offering worth the higher cost.

When and where to subscribe in UAE

Prime Video Ultra launches globally on April 10, 2026, including in the UAE. Current ad-free subscribers will automatically transition to Ultra at the new $4.99 monthly price unless they opt out before the change takes effect.

UAE subscribers can manage their Prime Video subscriptions through Amazon's standard account portal. The service remains available through Amazon Prime memberships or as a standalone subscription for those who only want the streaming component.

Prime Video continues adding new content monthly, with our latest viewing guides showing what's worth watching as these pricing changes roll out.

Frequently Asked Questions

What is Prime Video Ultra?

Prime Video Ultra is Amazon's rebranded ad-free streaming tier launching April 10, 2026. It costs $4.99 monthly and includes 4K/UHD streaming, five concurrent streams, and 100 downloads — significant upgrades from the previous $2.99 ad-free option.

How much does Prime Video Ultra cost?

Prime Video Ultra costs $4.99 per month globally, including in the UAE. This represents a $2 increase from the current $2.99 ad-free tier, effective April 10, 2026.

When do the Prime Video price changes take effect?

The price changes for Prime Video Ultra take effect on April 10, 2026. Current ad-free subscribers will automatically transition to the new pricing unless they opt out before this date.

What features does Prime Video Ultra include?

Prime Video Ultra includes ad-free streaming, 4K/UHD video quality, five concurrent streams, and up to 100 downloads. These are substantial improvements over both the previous ad-free tier and the standard ad-supported option.

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