Amazon’s Prime Video Ultra Plan Sparks Criticism

Amazon is facing backlash after launching the Prime Video Ultra plan in the US, replacing the $2.99 ad-free add-on with a $4.99 monthly tier from April 10, 2026. The change moves ad-free viewing, 4K/UHD and Dolby Atmos behind a paywall, while regular Amazon Prime users keep ads and limited features, sparking criticism over shifting key benefits to a premium tier.