Why Does Prime Video Have Ads Now?

If you've been a long-time Amazon Prime member, you may have noticed a new change: ads. So, does Prime Video have ads now? Yes, it does. When did Prime Video start having ads? In the U.S., Amazon announced this change in September 2023 and began showing ads in January 2024. As of April 10, 2026, the previous ad-free add-on has been replaced by Prime Video Ultra, which costs $4.99 per month in the U.S.

You might be wondering why Amazon introduced ads, whether it's worth paying for the ad-free Prime Video Ultra, and if there are any cost-effective ways to watch Prime Video without advertisements. This guide will answer all of these questions, helping you decide the best way to enjoy Prime Video without ads.

Part 1. Why Does Prime Video Have Ads Now?

Prime Video has ads now because Amazon shifted to a more common streaming model: a lower-priced or included plan with ads, plus a paid upgrade for ad-free viewing. This is the same broad direction we have already seen across streaming.

Amazon explained the move in its official September 22, 2023 update:

Ads rolled out in the U.S., U.K., Germany, and Canada on January 29, 2024, and the company later expanded the ads business to more markets such as France, Italy, Spain, Mexico, and Australia.

This is also part of a wider industry trend. Netflix's U.S. offers a lower-priced Standard with ads plan, while Disney+ offers both with ads and no ads options in the U.S. In other words, Prime Video is not an outlier anymore. It is following the now-standard “ad-tier + paid upgrade” model used by major streaming services.

Part 2. How Much Is Amazon Prime Video Without Ads?

Starting April 10, 2026, the $2.99 ad-free add-on has been replaced by Prime Video Ultra for $4.99/month. This fee is an additional charge on your Prime Video subscription. Here's the current structure in the U.S.

*The annual cost for Prime Ultra is $184.99, which includes the regular Prime membership fee of $139 and the new Ultra add-on for $45.99.

Amazon Prime Video With Ads vs No Ads

The main difference between the two tiers goes beyond just ads. Amazon has placed several premium technical features behind the Ultra paywall. These include up to 5 concurrent streams, up to 100 downloads, exclusive access to 4K/UHD, and Dolby Atmos. Check out the comparison table below for a clearer side-by-side look.

Part 3. Does Prime Video Ad-Free Remove All Ads?

Not always. Even if you pay for the ad-free upgrade, Amazon says that live TV and events, like sports, and other select ad-supported content and subscriptions may still include ads.

Does Prime Video Ultra Remove Ads on All Shows?

Not always. Prime Video Ultra removes ads from many on-demand movies and TV shows, but it doesn't remove ads from Freevee content, promotional trailers, or third-party channels.

Part 4. Should You Pay for Ad-Free Prime Video?

It really depends on what you watch and how often you use Prime Video.

If you just watch occasionally, the standard plan with ads might work for you. But if you stream several times a week, it can get pretty annoying. Adweek reported that Amazon has bumped up the ad load on Prime Video to about 4 to 6 minutes per hour, which is double what it was when ads first started rolling out in early 2024. Plus, some Reddit users are saying they're seeing even longer ad break, sometimes close to 7 minutes per hour, and many of those ads can't be skipped.

Because of that, whether Prime Video Ultra is worth paying for really depends on what you watch on Prime Video and how much time you spend there.

Part 5. How to Get Ad-Free Prime Video Without Ultra Plan

If you want to skip the extra $4.99 a month for Prime Video Ultra, you have some options to cut down or completely get rid of ads while streaming. You can use an ad blocker for Prime Video or download content for a smooth, ad-free experience.

Option 1: Try an Ad Blocker for Prime Video

If you mainly watch Prime Video on your laptop or desktop, using a good browser extension is the easiest workaround. Some popular free ad blockers for Prime Video include uBlock Origin, AdGuard, and Ad Skipper for Prime Video on Chrome browser. These extensions block requests to the ad server or skip over commercials when they pop up in the player.

I've tested these tools, and you might still catch a few ads or see a couple of seconds of ads, but they definitely save you a lot of time overall.

Option 2: Use a Prime Video Downloader for Ad-Free Viewing

Want a totally ad-free experience? Use a Prime Video downloader! By downloading videos, you skip the ads that pop up when you're streaming.

VidiFab Prime Video Downloader can download titles from Prime, the ad-filled Freevee catalog, and any rented or purchased videos. It saves them as ad-free MP4 or MKV files in up to 1080p quality.

Plus, you can keep multi-language subtitles and audio tracks. Once you've downloaded your videos, you can watch them on any device, including your TV, without any interruptions.

How to Use VidiFab to Get Ad-Free Prime Video (Step-by-Step)

Step 1. Choose the Output Format

Install and open the VidiFab Prime Video Downloader. Click the menu icon, then go to Preferences > Download > Video Format. Select MP4 or MKV for your download format. You can also set video quality, audio channels, and subtitles. Click OK to save your settings. On the home interface, click the Amazon Prime Video icon. Log into your account inside the built-in web player. Don't worry, this is only used to access the Prime library in your region.

Step 2. Search for Video Content

Explore the Prime Video library or paste a specific series or movie URL into the search bar. Once you open the video's detail page, VidiFab will analyze the data and show a Download button in the bottom right corner. Click it to continue.

Step 3. Customize Your Download Settings

A settings window will appear where you can set your preferences. Choose 1080p for high-definition clarity. Select your preferred language and high-quality audio tracks, like 5.1 Surround. If you want to download an entire season, check the Select All box on the top right.

Step 4. Start the High-Speed Download

Click Download to begin the 8x high-speed extraction. When it's done, go to the History section (the clock icon) and click the folder icon next to the title to open the output folder. Now you can play it with any media player on your computer or transfer the files to your phone, USB stick, Smart TV, or upload them to the cloud. Enjoy Prime Video without ads or interruptions now!

Part 6. FAQs About Prime Video Ads

Final Thoughts

The reason Prime Video has ads is simple: it allows Amazon to keep investing in high-budget original content and live sports without hiking the base price of your Prime membership.

As a viewer, you need to decide if the "uninterrupted" experience is worth the extra monthly fee. After reading this guide, you probably have your answer. Whether you decide to upgrade, use an ad blocker, or download shows using the VidiFab Prime Video Downloader, the key is to take charge of your entertainment. So, get ready to stream Prime Video smoothly and enjoy your shows, hopefully without ads! Happy watching!