Amazon Raises Price Of Ad-Free Prime Video Plan, Tags “Ultra” Onto Brand Name

Amazon is increasing the price of its ad-free video streaming of, along with rebranding it as Prime Video Ultra. The move comes a little more than two years after the tech giant began a major push into video advertising, placing ads on all Prime Video content. Unlike rivals giving subscribers a choice of ad-free plans or cheaper tiers with ads, Amazon defaulted to ads for all subscribers to Prime, allowing an opt-out for an extra premium. Initially set at $2.99 a month, that charge will now be $4.99. The n ...