Amazon has introduced a revamped premium version of its Prime Video streaming service, now called Prime Video Ultra, which offers an ad-free viewing experience and several upgraded features. The new tier sits above the standard Prime Video service that is included with an Amazon Prime membership.

Most Prime subscribers access Prime Video as part of their regular membership, but Amazon has long offered an optional add-on for viewers who want to remove advertisements. The upgraded version of that add-on has now been rebranded as Prime Video Ultra and will cost about A$7.70 per month, up from roughly A$4.60 previously.

The Ultra tier introduces a number of enhancements aimed at viewers who want higher-quality streaming and more flexibility. Subscribers can watch content in 4K Ultra HD resolution with optional support for Dolby Vision and Dolby Atmos, technologies designed to improve picture contrast and surround sound.

Amazon has also expanded the number of devices that can stream content simultaneously on the Ultra plan. The limit has increased to five devices at the same time, allowing larger households to watch different programmes concurrently.

Offline viewing has also been expanded. Ultra subscribers can now download up to 100 titles for offline playback, which is useful for travellers or users who want to watch content without relying on an internet connection.

While the Ultra plan brings the most significant upgrades, Amazon has also improved some aspects of the standard Prime Video service that is included with a regular Prime membership. The base version remains limited to 1080p resolution, but certain titles will now support Dolby Vision to improve image quality.

However, Dolby Atmos audio will remain exclusive to the Ultra tier, and advertisements will still appear when watching content through the standard Prime Video subscription.

Amazon has also increased the number of downloads allowed on the basic plan. Prime members can now store up to 50 titles for offline viewing, double the previous limit of 25.

The updated streaming tiers are launching first in the United States. In that market, an Amazon Prime membership costs about A$23 per month and includes the standard Prime Video service. Customers who want the additional Ultra features can subscribe for the extra A$7.70 monthly fee.

With the introduction of Prime Video Ultra, Amazon appears to be following a similar strategy used by other streaming services such as Netflix, offering multiple subscription tiers with different features and pricing levels.