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 new rate takes effect on April 10.
A regular Prime subscription is remaining at $14.99 a month, or $139 a year.
Comparisons between Prime Video and other streamers are inexact because the benefits of a Prime membership include free shipping on e-commerce orders, Whole Foods discounts and other perks.
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