Alexa+, Amazon’s AI assistant, is now available to everyone in the U.S.

Amazon has announced the nationwide rollout of its next-generation AI assistant, Alexa+, which is now available to all users in the United States. This new feature is free for Prime members, who can access it through any Alexa-enabled device, the Alexa website, or the Alexa mobile app. Non-Prime members have the option to subscribe to Alexa+ 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. The rollout follows an early access program that began in March 2025, during which Amazon gathered user feedback to enhance the assistant's features. To start using Alexa+, Prime members can either say "Alexa, upgrade to Alexa+" or sign into their Amazon account on Alexa.com. The introduction of Alexa+ 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+ 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. Daniel Rausch, vice president of Alexa & Echo, noted that the company has incorporated user insights into the development of Alexa+ prior to its full rollout. This indicates Amazon's commitment to improving user experience and engagement with its AI capabilities. The launch of Alexa+ 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. Overall, Alexa+ 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+.