What company rebranded its ad-free Prime Video tier as 'Ultra' in April 2026?

The company that rebranded its ad-free Prime Video tier as 'Ultra' in April 2026 is Amazon. This significant change for its streaming service officially took effect on April 10, 2026, for US subscribers. The previous ad-free option, which cost an additional $2.99 per month, was replaced by Prime Video Ultra, now priced at $4.99 per month on top of an existing Prime membership. This adjustment marks a notable increase in cost for viewers seeking an uninterrupted viewing experience.

The new Prime Video Ultra tier isn't merely a name change; it introduces several enhanced features designed to justify the higher price point. Subscribers to Ultra now gain exclusive access to 4K/UHD streaming, which was previously available on the standard ad-supported plan. Additionally, the Ultra tier includes Dolby Atmos audio, an increase to five simultaneous streams (up from three), and an expanded capacity of up to 100 offline downloads (compared to the previous 25). These premium features aim to offer a more immersive and flexible viewing experience for those willing to pay the increased subscription fee.

This rebranding and price adjustment by Amazon reflect a broader trend within the streaming industry, often referred to as "streamflation," where services are increasing prices and segmenting features into higher-priced tiers. With the introduction of Prime Video Ultra, the standard ad-supported Prime Video, which is included with a Prime membership, now limits streaming to HD 1080p and no longer supports 4K resolution. This strategic move by Amazon aligns its offering with competitors who also often gate higher-quality video and advanced audio behind more expensive subscription plans.