Amazon is restructuring its Prime Video subscription options by introducing a new premium tier that places 4K streaming behind an additional monthly fee.

Beginning on April 10, 2026, the company will replace its current ad-free add-on with a new subscription level called Prime Video Ultra in the United States. The new plan will cost about A$7.65 per month.

The most significant change is that Ultra HD streaming and Dolby Atmos audio will be restricted to the new Ultra tier. Customers using the standard Prime Video service included with an Amazon Prime membership will still have access to HD streaming, HDR support and Dolby Vision on selected content, but 4K resolution will no longer be available without the additional subscription.

Previously, many Prime Video titles could be viewed in 4K without paying for an extra tier. By introducing the Ultra plan, Amazon is moving toward a structure already used by competing streaming services such as Netflix and Disney Plus, where the highest video quality is reserved for the most expensive plans.

Amazon Prime Video

Amazon Prime Video

The new subscription also increases some usage limits. Ultra subscribers will be able to stream content on up to five devices at the same time, compared with three simultaneous streams previously. The number of titles that can be downloaded for offline viewing will also rise to 100.

Standard Prime Video accounts will still allow downloads and multiple streams, although the limits remain lower than those offered in the Ultra plan.

The Ultra tier will continue to include an ad-free viewing experience, which was previously available through Prime Video’s ad-free upgrade. However, Amazon notes that certain programming such as live sports, specific events and content from third-party channels may still include advertising even for Ultra subscribers.

The overall Prime Video catalogue remains unchanged regardless of subscription level. Users will continue to have access to Amazon original series including The Boys, Fallout, Reacher and The Lord of the Rings: The Rings of Power. The platform also continues to offer live sports coverage including the NFL, NBA, NASCAR and The Masters.

Prime Video Ultra will launch in the United States on April 10 with pricing set at about A$7.65 per month or around A$70.35 per year. A standard Amazon Prime membership is still required in order to access Prime Video, which currently costs about A$22.95 per month in the US.

At this stage, Amazon has not confirmed whether the new subscription tier or the 4K streaming restrictions will be introduced in other regions.