Amazon Prime Video v10.140 forces ads on all subscribers, sparks rating drop in July 2026

The update's core change is a monetization strategy, not a technical feature. While Amazon first introduced ads in January 2024, version 10.140 appears to enforce a more aggressive model on users.^[2] Initially, an ad-free option cost an extra $2.99 per month.

However, as of April 10, 2026, this was rebranded to "Prime Video Ultra" with the price increasing to $4.99 per month.^[3] This tier also became the exclusive home for 4K/UHD streaming, a feature previously included with a standard Prime membership. The v10.140 update represents the culmination of this strategic shift, removing the ad-free experience for any subscriber not paying the additional fee.

The user reaction to version 10.140 has been overwhelmingly negative. The primary complaint is the forced introduction of ads into a paid service. One 1-star reviewer on v10.140 stated, "I have Amazon prime. What’s with all the ads suddenly? And now you want us to pay extra to go ad free? Well guess what, I just canceled my prime account. You people are getting too greedy."

This sentiment contrasts with earlier reviews, which, while citing other issues, did not focus on a universal ad experience. The new update has made the ad model the central point of user frustration.

Compounding the frustration over ads are persistent technical problems. Users of version 10.140 report significant stability issues, particularly on iPad. As one 1-star review notes, "The iPad version of this app has some breaking issue that requires constant uninstalling and reinstalling."

Other reported bugs include the app failing to save viewing progress, jumping between episodes incorrectly when rewatching a series, and general loading failures. These technical flaws, combined with the unpopular monetization change, have created a poor user experience.

The decision to inject ads into Prime Video is a strategic pivot to increase revenue. Amazon's official statements claim the funds are needed to "continue investing in compelling content." By defaulting its massive user base—with over 3.7 million US iOS downloads in the last 30 days—into an ad-supported plan, Amazon created a large advertising audience overnight.

This move aligns with competitors like Netflix and Disney+, which have also introduced cheaper, ad-supported tiers. However, Amazon's approach of altering the terms for existing paid subscribers has been contentious, leading to a dismissed class-action lawsuit in February 2024 and criticism of it being a "stealth price hike."

Amazon's strategy appears to be a calculated risk, betting that the revenue from ads and 'Ultra' tier subscriptions will exceed losses from customer cancellations. The two-tier system establishes a new baseline where ad-free streaming is a premium add-on, not a standard feature of Prime membership.

While the immediate user response is negative, the move brings Prime Video's model in line with the rest of the streaming industry. However, to prevent further rating erosion, Amazon will likely need to address the persistent app stability issues that are exacerbating user discontent.