Samsung and Amazon’s Prime Video are launching HDR10+ Advanced, an upgraded version of Samsung’s HDR10+ high dynamic range technology, on the streaming service. Multiple outlets report that the rollout starts in August 2026 for selected Prime Video content and is aimed at making images appear brighter, more detailed, and more natural on compatible televisions. The Verge and other sources describe HDR10+ Advanced as a “not-Dolby Vision” HDR approach that uses extra scene- and performance-related metadata to better optimize HDR output for what viewers are watching.
Samsung says HDR10+ Advanced adds two main features: Enhanced Overall Brightness and Intelligent Motion Smoothing. Enhanced Overall Brightness combines scene-by-scene brightness metadata with AI-based tone mapping, which Samsung describes as maximizing a TV’s peak brightness while avoiding image distortion. Intelligent Motion Smoothing dynamically adjusts motion characteristics, according to Samsung. Korea Times and Engadget also note that Samsung is introducing the first HDR10+ Advanced content on Prime Video as part of their long-running partnership focused on premium picture quality. Support is tied to Samsung’s 2026 TV lineup, per Engadget, GSMArena, and The Verge.
