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After introducing ads to Prime Video, Amazon has quietly made another controversial change: removing Dolby Vision and Dolby Atmos as free features on the service.
German publication 4KFilme first noticed the removal, which means Prime subscribers are losing access to two Dolby technologies that can make the video streaming more vivid and immersive. Specifically, Dolby Vision is a proprietary HDR format for richer visuals while Atmos focuses on surround sound.
4KFilme tested three smart TVs and found that the Dolby features were missing while streaming Amazon’s exclusive content. Access to Dolby Vision HDR and Dolby Atmos only returned after the publication paid an extra $2.99 per month for the ad-free Prime Video experience.
On Monday, Amazon confirmed to The Verge that the change isn't a fluke, but a deliberate move that the company neglected to publicize. “Dolby Vision and Dolby Atmos capabilities are only available on the ad-free option, on relevant titles,” a company spokesperson said.
Amazon didn't say why it decided to cut the feature. But it looks like the company is trying to push more users to pay for the ad-free tier.
Ads started rolling out on Prime Video on Jan. 29. But rather than offering a cheaper, ad-supported version, Amazon put ads on the existing service and forced people to pay an extra $2.99 per month to get rid of them. This prompted a class-action lawsuit in California alleging deceptive trade practices. Amazon declined to comment on the legal action.
Prime Video is included with a Prime membership, which costs $139 per year or $14.99 per year. You can also get standalone Prime Video for $8.99 per month (with ads). Prices from competing ad-supported streaming services vary: Netflix's Standard with ads is $6.99 per month while ad-supported Max is $9.99 per month.