Amazon Prime Video’s ad-free plan is seeing a price hike

The price increase comes Two years after Amazon’s transformation All users on Prime Video — which comes as a perk with a standard Amazon Prime subscription — have switched to an ad-supported plan and have started charging extra for commercial-free streams. Now, the streamer is calling the ad-free tier Prime Video “Ultra,” and adding support for up to five simultaneous streams (up from three), up to 100 downloads (up from 25), and Dolby Atmos.

In a post announcing the change, Amazon says putting premium features into ad-free streaming “requires a significant investment,” adding that the structure is “consistent with other major streaming services.” Prime Video notes that members in the ad-supported tier can continue to access HD/HDR and Dolby Vision streams, and a host of live sports.