Ad-free Amazon Prime Video gets a price bump and a rebrand in the US — while 4K streaming becomes exclusive to the paid tier

• Ad-free Prime video is going up to $4.99 in the US
• It's also being rebranded as Amazon Prime Video Ultra
• 4K streaming is now exclusive to the paid tier

Price hikes are now par for the course when it comes to the best streaming services, and Amazon is now charging more for ad-free Prime Video in the US: from next month the cost is going up from $2.99 to $4.99, though you do get some extra benefits rolled in.

The tier is also going to be rebranded as Prime Video Ultra. This is the plan above what you get included with an Amazon Prime subscription — as well as removing the ads, you get more offline downloads, more concurrent streams, and Dolby Atmos audio.

In return for the extra $2 a month, Amazon is giving Prime Video Ultra subscribers 100 downloads rather than 25, and 5 concurrent ...