Amazon is overhauling how Prime Video handles advertising, effectively ending the option of an ad-free experience at no extra cost. The service's existing ad-free tier is being replaced by a new "Prime Video Ultra" tier, while ads are now positioned as the default experience for standard subscribers, even those who pay for annual Amazon Prime membership. The move mirrors similar shifts by rivals such as Netflix and HBO Max, as streaming platforms increasingly rely on advertising revenue to offset rising content costs amid a plateau in subscriber growth.

Prime Video Ultra will offer expanded offline viewing, up to five concurrent streams, and Ultra HD/4K picture with Dolby Atmos sound, but at a higher price of $19.99 a month, up from $14.99. Unlike Netflix or HBO Max, Prime Video's ad-supported content was previously hosted separately under the "Freevee" brand until it was folded into the main platform in 2024. The article suggests that Amazon's ability to make this shift stems from its roster of popular "zeitgeist" shows, which draw subscribers regardless of their wider use of Amazon Prime, giving the company leverage to prioritise advertising deals and viewership-driven decisions, including more aggressive show cancellations.