Amazon is reshuffling its Prime Video tiers, and one change stands out: 4K streaming is moving behind a new paid upgrade.
Starting April 10, 2026, the current ad-free add-on will be replaced with a new Prime Video Ultra subscription in the US. It will be priced at $4.99 per month.
The new tier brings a handful of extra perks, but the headline feature is clear — UHD streaming and Dolby Atmos audio will now be exclusive to the Ultra plan. Standard Prime Video access included with a Prime membership will continue to offer HD, HDR and Dolby Vision. However, it will not offer 4K resolution.
That shift marks a notable change for the service. Previously, many Prime Video titles supported 4K without requiring an additional subscription. Now, with Ultra, Amazon is moving toward the same tiered structure used by rivals like Netflix and Disney Plus. In these services, the highest streaming quality sits behind the most expensive plan.
Alongside 4K access, the Ultra tier also expands several usage limits. Subscribers will be able to stream on up to five devices simultaneously, up from three previously. Additionally, they can download up to 100 titles for offline viewing. However, the base Prime Video experience still allows downloads and multiple streams, but with lower limits.
The Ultra tier also retains the ad-free viewing experience, which previously came through Prime Video’s ad-free add-on. However, Amazon notes that some content including certain live events, sports broadcasts and external channel subscriptions may still contain ads even for Ultra subscribers.
Importantly, the core Prime Video catalogue isn’t changing. Whether you subscribe to Ultra or not, users still get access to Amazon originals like The Boys, Fallout, Reacher, and The Lord of the Rings: The Rings of Power. In addition, there is live sports coverage including the NFL, NBA, NASCAR and The Masters.
Prime Video Ultra launches April 10 in the US, costing $4.99 per month or $45.99 annually. A Prime membership (currently $14.99 per month in the US) is still required to access the service.
For now, the upgrade is US-only. Amazon hasn’t announced if the new tier or the 4K restriction will expand to other regions.
Opinion
It’s not surprise that yet another streamer is putting 4K behind a further paywall, and rather disappointing as it won’t help the adoption of 4K as the standard format but hinder it by making it an luxury option.
You have to wonder why we all buy 4K TVs and watch so much content in lower resolution HD. The 4K future is getting less detailed.
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