Amazon’s streaming video service has always been a standout perk of an Amazon Prime subscription. However, in recent times, this advantage has lost some of its shine as Amazon joined the trend of ad-supported viewing experiences in the streaming industry.
Unlike some of its competitors, Amazon took a different approach by introducing ads to all Amazon Prime subscribers in early 2023, unless they opted for the extra $2.99 per month “ad-free” plan.
This move didn’t sit well with many customers, as it felt like a disguised price increase. Adding to the frustration, Amazon not only introduced ads but also disabled Dolby Vision and Atmos, leading to a class-action lawsuit.
Now, Amazon is further increasing prices by rebranding the ad-free plan as Prime Video Ultra, with a new price of $4.99 per month starting April 10. This new plan includes 4K resolution along with ad-free streaming.
Delivering ad-free streaming with premium features requires significant investment, aligning with other major streaming services. Prime members will still enjoy core Prime Video benefits at no extra cost.
Amazon
However, this change means that standard Prime customers will lose 4K streaming, limiting them to 1080p HD. Dolby Vision will return to ad-supported plans, albeit in 1080p, making the main difference between plans the streaming resolution.
Amazon is also increasing the number of downloads and simultaneous streams for both tiers, with Prime Video Ultra offering additional benefits at a higher cost.
While Amazon’s price hikes are not unique in the streaming industry, the way they are implemented may not sit well with consumers. Unlike competitors like Netflix and Disney+, Amazon seems to be taking away features unless customers pay for a more expensive plan.
Apple TV, on the other hand, has followed a different strategy with a single tier offering full 4K/UHD and premium features for all subscribers. Despite price increases, Apple’s approach aims to retain subscribers by providing a comprehensive content experience.
