Amazon has rolled out its advanced AI assistant, Alexa+, to all US users for $20 monthly or free with Prime membership. Non-Prime members can now try a limited text-based version at no cost. The update aims to enhance conversational abilities and personalization based on user feedback from early access.
Amazon's next-generation AI assistant, Alexa+, became available nationwide in the United States on February 4, 2026. Previously in early access since last year, the service costs $20 per month standalone but is included at no extra charge for Prime members, whose subscription is $15 monthly. Amazon introduced a free text-based chat tier for non-Prime users to sample the features, accessible via the Alexa website with usage limits for questions and research.
Prime subscribers can activate Alexa+ by voice command—saying "Alexa, upgrade to Alexa+"—or by signing into their account on Alexa.com. The company stated it incorporated user insights from the early phase before this full rollout. Amazon also promotes a 30-day free Prime trial for newcomers, potentially drawing in those intrigued by the upgraded assistant.
Alexa+ supports more natural interactions and agentic functions, such as scheduling management, personalized recommendations, reservations, and smart home control. It personalizes responses by monitoring users' digital activities for relevance.
Early impressions were mixed. In a preview last summer, Engadget's Cherlynn Low praised its handling of complex tasks but noted inconsistencies, describing it as "just incompetent enough to be annoying."
This launch positions Alexa+ to compete in the AI assistant market, though its broad appeal will depend on consistent performance.
