Amazon (AMZN) Hopes Consumers Will Pay Up for Its New ‘Ultra Prime’ Streaming Tier

Amazon (AMZN) is launching a new Ultra subscription tier for its Prime Video streaming service, and betting that consumers will pay more money for it.

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The new streaming tier will launch on April 10 this year and replace Amazon’s current advertising free subscription. The Ultra tier will cost consumers $4.99 per month in the U.S. For that price, users will get up to five concurrent streams, compared to the previous limit of three, and up to 100 downloads for offline viewing, up from 25 downloads before.

The Ultra tier also provides exclusive access to 4K/UHD streaming, Dolby Atmos audio, and content that is completely free of advertisements.

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