Amazon rolls out Alexa Plus nationwide and launches a new free tier

Amazon has announced the nationwide rollout of its generative AI-powered digital assistant, Alexa Plus, which is now available to all users in the United States. Prime members can access Alexa Plus for free through any Alexa-enabled device, the Alexa website, or the Alexa mobile app. For non-Prime members, there are two options: they can subscribe to Alexa Plus for $20 per month or utilize a new free tier that offers a limited text-based version of the assistant on the web and mobile app. This rollout follows an early access program that began in March 2025, during which Amazon gathered user feedback to enhance the assistant's features (The Verge, Engadget, TechCrunch). To start using Alexa Plus, Prime members can either say "Alexa, upgrade to Alexa+" or sign into their Amazon account on Alexa.com. The introduction of Alexa Plus is part of Amazon's strategy to attract more subscribers to its Prime membership, which costs $15 per month, making it a more economical option compared to the standalone Alexa Plus subscription. Additionally, Amazon offers a 30-day free trial of Prime for first-time customers, which may encourage potential subscribers to explore the benefits of the service (Engadget, TechCrunch). Daniel Rausch, vice president of Alexa & Echo, indicated that Amazon has incorporated user insights into the development of Alexa Plus prior to its full rollout. This reflects Amazon's commitment to improving user experience and engagement with its AI capabilities. The launch of Alexa Plus signifies a significant step in expanding Amazon's user base and enhancing its AI offerings, leveraging both subscription models and free access to attract a wider audience (Engadget, TechCrunch). Overall, Alexa Plus is positioned to enhance the functionality of Amazon's AI assistant, providing users with more options for access and engagement. The combination of free and subscription-based access aims to cater to a diverse range of users, ensuring that both Prime and non-Prime members can benefit from the new features introduced with Alexa Plus (Engadget, TechCrunch).