Amazon is the price of its ad-free Prime Video subscription and locking 4K UHD streaming behind this new tier. Starting April 10 for US customers, a rebranded Prime Video Ultra subscription will cost $5 per month, up from $3 per month.

For that extra $2, you get a download capacity increase from 25 to 100, and you can now run five streams concurrently instead of three. Whether those “Ultra” upgrades are worth the $24 annual hike will probably depend on how many boxsets you like to plough through on a long flight, or how many devices are using your Prime Video account.

The changes are most galling for Prime members who automatically qualify for Prime Video with ads through their membership, as Amazon has decided to remove 4K streaming from the standard tier. That means that, despite already paying $15 per month or $139 per year for Amazon Prime, you’ll be stuck with 1080p shows and movies unless you sign up to Prime Video Ultra.

Amazon has thrown in Dolby Vision support for the first time, as well as upping the concurrent stream and download count on its free tier as well, but you’re losing the privilege of UHD content that has been available to all Prime Video members for years. Dolby Atmos remains exclusive to the $5 tier too.

Amazon is the latest streamer to put its prices up, following similar recent hikes to , and . If you don’t want to give the company any more of your hard-earned, you have just under a month to binge your way through the second season of  in all of its irradiated UHD glory.