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 ...

Amazon is bumping up the price of its ad-free Prime Video offering in the U.S. by $2 a month, the company announced Friday. The service will now cost $4.99 a month, up from $2.99 a month, starting April 10. As part of the price hike, Amazon is rebranding the ad-free tier as "Prime Video Ultra," and said it's adding more features to the subscription, like the ability to watch content on five devices simultaneously, up to 100 downloads and 4K streaming."Delivering ad-free streaming with premium features requi ...