Amazon Prime Video launches Ultra tier at $4.99/month for 4K streaming and Dolby Atmos, removing ultra-HD access from standard plans starting April 10.

Streaming was supposed to be simpler and cheaper than cable. But lately, it feels like the opposite. Amazon is making changes to Prime Video, which means paying more just to keep the same picture quality you already have.

Bad news for the more than 180 million Americans signed up for Amazon Prime: the service is revamping its membership structure and locking 4K video streaming behind a higher-cost tier, charging customers an additional $4.99 per month to unlock the highest-resolution experience.

Amazon to Increase the Price of Ad-Free Prime Video Streaming

The revamped Prime Video ‘Ultra’ tier will cost $4.99 per month and come with ‘exclusive’ access to 4K streams. is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more.

Amazon's Prime Video Ultra is the new premium tier to add-on to your existing subscription to access ad-free streaming.

The Fire TV Stick 4K normally sells for $50, but Amazon has temporarily dropped the price to $25. A 50% discount makes it one of the easiest upgrades you can make to a living room setup.

If you're already an Amazon Prime subscriber, you'll need to shell out an extra $5 to watch content in 4K.

Delivering ad-free streaming with premium features requires significant investment, and this structure aligns with other major streaming services while ensuring customers have