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International Business Times
International Business Times
Technology
Daniel Lee

Amazon Locks 4K Streaming Behind New $4.99 Prime Video Ultra Tier, Hiking Ad-Free Costs Starting April 10

Amazon Prime Prime Video United States Disney Netflix

Amazon is reshaping its Prime Video streaming experience with a significant tiered overhaul set to take effect April 10, 2026, in the United States. The company announced it will rebrand its existing ad-free add-on as "Prime Video Ultra," raise the monthly fee from $2.99 to $4.99, and restrict 4K Ultra HD (UHD) streaming exclusively to this premium tier. Standard Prime members, who previously enjoyed 4K access as part of their base subscription, will now be limited to 1080p HD resolution unless they upgrade.

The changes come amid ongoing efforts by streaming services to monetize premium features while offsetting rising content and infrastructure costs. Amazon's move aligns Prime Video more closely with competitors like Netflix and Disney+, which have long gated higher resolutions and ad-free viewing behind elevated plans.

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