Unexpected Change in Amazon Prime Video Subscription
Alice Green
– Mar 8, 2025 11:12 am UTC
Enlarge / The Rings of Power… now in HDR10+ for subscribers on the ad-supported tier.
Starting on January 29, Amazon introduced ads to its Prime Video service for users in the US who do not want to pay an extra $2.99 per month. However, this change came with additional consequences for subscribers. Those who opt for the ad-supported tier lose access to Dolby Vision and Dolby Atmos features.
Recently, a German technology publication 4K Filme discovered that Prime Video viewers on the ad-supported tier can no longer enjoy Dolby Vision or Atmos when streaming content. Instead, these subscribers are limited to HDR10+ and Dolby Digital 5.1 audio.
Further confirmation was provided by 4K Filme, which tested this limitation on LG and Sony TVs; Forbes also confirmed the findings using a TCL TV.
According to Forbes, “In the ads-free account, the TV throws up its own confirmation boxes to say that the show is playing in Dolby Vision HDR and Dolby Atmos. In the basic, with-ads account, however, the TV’s Dolby Vision and Dolby Atmos pop-up boxes remain stubbornly absent.”
While Amazon has not provided a clear rationale for this change, it might be an effort to reduce expenses related to Dolby Laboratories’ licensing fees. Alternatively, Amazon could be aiming to promote HDR10+ as an alternative to Dolby Vision, given that it is a free and open standard. There is also a possibility of Dolby Vision and Atmos returning to the ad-supported tier in the future through a revised licensing agreement.
Amazon’s support of Dolby features has been inconsistent over the years. Initially, Dolby Vision was introduced on Prime Video in 2016. However, in 2017, the service discontinued Dolby Vision in favor of HDR10+. Subsequently, Amazon teamed up with Samsung to launch HDR10+ and made its entire content library available in that format. Nevertheless, in 2022, Prime Video once again offered content like The Lord of the Rings: The Rings of Power in Dolby Vision.
Lack of Transparency in Amazon’s Communication
Amazon’s decision to introduce ads on Prime Video was announced in September 2023, with ad insertion beginning in 2024. However, it was not until December that Amazon confirmed the ad-supported tier’s launch on January 29. During this period, Amazon did not disclose the removal of Dolby Vision and Atmos support for ad-supported subscribers.
A report by Forbes initially interpreted the absence of Dolby features on the ad-supported tier as a technical glitch. Only after the publication did Amazon officially acknowledge the changes. This lack of transparency in communication concerning a reduction in service features is unsettling for consumers relying on a major tech platform.
Furthermore, Amazon’s implementation of the Dolby feature removal could lead some users to believe they have access to Dolby Vision and Atmos when they do not. This deceptive approach raises concerns about the clarity and accuracy of Amazon’s subscription offerings.