Amazon's streaming service is getting a significant upgrade as the company transitions its ad-free tier to the new "Prime Video Ultra" branding. And with that branding, comes a price hike.
Launching April 10, the Ultra tier expands existing features, making it ideal for larger households. Beyond removing ads, the updated plan increases the concurrent stream limit to five devices, doubles the offline download capacity to 100 items, and gives users the option to watch in 4K/UHD.
Amazon is also increasing the benefits for those who have the ad-supported video plan that comes gratis with a Prime membership. Those customers will be allowed to watch 4 concurrent streams, up from three, and download 50 items for offline viewing, up from 25.
The ad-supported version will also gain support for Dolby Vision. Dolby Atmos, however, still requires a Prime Video Ultra subscription. Ad-supported Prime Video is still locked to 1080p streaming.
There is a small price hike this time around. Amazon does, however, point out that it "requires significant investment" — so an additional price hike like the rest of the streamers have implemented recently could be coming in the future.
Amazon Prime costs $14.99 a month or $139 per year, and includes ad-supported Prime Video. Prime subscribers can opt to pay an additional $4.99 versus the prior $2.99 per month for Prime Video Ultra.
