Amazon has rebranded its ad-free Prime Video subscription as Prime Video Ultra in the United States, pricing it at $4.99 per month while introducing a range of enhanced viewing features aimed at premium users.

According to an Amazon press release, the new Prime Video Ultra tier builds on the existing ad-free experience by expanding functionality across streaming, downloads, and video quality. The updated plan allows up to five concurrent streams, up from three earlier, and increases offline download limits to 100 titles compared to the previous cap of 25. It also unlocks exclusive access to 4K/UHD streaming and Dolby Atmos audio, positioning it as a more feature-rich offering within the platform’s ecosystem.

While the Ultra tier focuses on premium upgrades, core Prime members will continue to receive the standard Prime Video benefit at no additional cost. This includes access to thousands of movies, series, and live sports content in HD, HDR10, HDR10+, and now Dolby Vision, along with up to four concurrent streams and 50 downloads for offline viewing.

The move reflects a broader shift in the streaming industry, where platforms are increasingly introducing tiered pricing models to balance user flexibility with rising content and technology investments. Amazon noted that delivering ad-free streaming alongside advanced features requires significant investment, aligning its structure with global streaming peers while offering viewers more control over their experience.

Subscribers opting for the Ultra plan will continue to access the full catalogue of Prime Video content, including popular originals such as ‘Fallout’, ‘Reacher’, ‘The Boys’, and ‘The Lord of the Rings: The Rings of Power’, along with films like ‘Road House’ and ‘The Accountant 2’. The service also continues to offer live sports programming, including events from the NFL, NBA, NASCAR, and The Masters.

The Ultra subscription is currently available only in the U.S., with an annual plan priced at $45.99, offering a discount compared to the monthly billing cycle. However, Amazon clarified that certain live events and select content may still include ads, and features such as 4K/UHD and Dolby Atmos depend on device compatibility and internet bandwidth.

With the introduction of Prime Video Ultra, Amazon is sharpening its premium streaming proposition, giving users more choice while reinforcing its investment in high-quality, ad-free entertainment experiences.