Many people may be wondering why Amazon Prime Video has been trending online lately. The main reason is Amazon’s new Prime Video Ultra plan, which has triggered backlash among users in the U.S. From April 10, 2026, Amazon’s $2.99 per month ad-free add-on will be replaced by Prime Video Ultra at $4.99 per month. Although Amazon says the main Prime membership price is not changing, the real concern is that some features many users saw as part of the regular Prime Video experience will now cost extra.
Regular Prime members will still have access to Prime Video, including movies, series, Originals, and live sports. But the standard experience is becoming more limited. Users on the normal Prime plan will get HD/HDR streaming, Dolby Vision, up to four streams, and up to 50 downloads. They will not get ad-free viewing, 4K/UHD, or Dolby Atmos unless they upgrade to Ultra.
That is where the backlash is coming from. The issue is not just the jump from $2.99 to $4.99 for ad-free viewing. The bigger concern is that 4K is also moving behind the new paywall. In simple terms, Prime users can still watch Prime Video, but the best video and audio quality now costs extra.
Under the new setup, regular Prime means Prime Video with ads and without 4K. Anyone who wants ad-free streaming, 4K/UHD, Dolby Atmos, up to five streams, and up to 100 downloads must pay $4.99/month for Ultra. Amazon has also said some live TV, sports, and select content may still carry ads even on the ad-free tier.
The public reaction has been mostly negative. Many users feel Amazon is shifting features that should be part of the normal Prime Video experience into a costlier premium tier. The strongest criticism is centered on 4K no longer being included for regular Prime users, which is why this is being seen as more than a routine price increase.
Amazon, however, is presenting the move as a premium upgrade. The company says advanced ad-free streaming needs more investment, and the new plan offers added value. From a business point of view, this gives Amazon a clearer split between the basic and premium experience while earning more from users who want better quality.
What happens next will depend on how users respond. If enough subscribers take Ultra, Amazon may see it as proof that viewers are willing to pay more for better quality and fewer ads. If the backlash grows, this could become another example of streaming platforms charging more while shifting key features into higher-paid tiers.