Amazon has rolled out a new version of its voice assistant, Alexa+, which is now available to all Prime members. Launched in 2025, Alexa+ runs on generative AI models from Anthropic and Amazon’s own Nova suite. The company says the upgraded assistant is more conversational, can handle complex tasks and offers a more personalized experience than earlier releases. Amazon describes Alexa+ as capable of coordinating across tens of thousands of services and devices, a scale it claims has never been achieved before.
Customers can reach Alexa+ in three main ways. First, it is built into every Alexa‑enabled device, including Echo speakers and Fire TV products. Second, Amazon’s recently announced tablets come with Alexa+ preinstalled. Third, users who do not own a smart hub can download the Alexa app on iOS or Android and access the assistant there. A web‑based chatbot is also available at www.alexa.com, offering free, text‑based interactions for quick answers, planning, research and topic exploration.
For Prime subscribers, Alexa+ is offered at no extra charge. Users simply ask their device to upgrade, and the new system is enabled automatically. Non‑Prime customers can subscribe to Alexa+ directly for $19.99 a month, or they can use the limited free version through the app or website, which imposes usage caps.
To broaden its functionality, Amazon has created “experts,” groups of systems, APIs and instructions that perform specific tasks. In a TechRadar interview, Daniel Rausch, Amazon’s vice president of Alexa and Echo, explained how these experts help the assistant learn about user preferences, such as his interest in the New York Yankees. Users can choose from four conversational styles—Brief, Chill, Sweet and Sassy—to shape the tone of interactions. Amazon hopes that new agentic features, which let Alexa browse the internet, complete tasks in the background and act on behalf of the user, will turn the device into a true AI assistant rather than just a smart speaker.
Third‑party integrations with services like Ticketmaster, Uber, Grubhub and OpenTable expand Alexa+ beyond music, weather and Amazon apps. In theory, the assistant could arrange an entire evening: buying concert tickets, reserving a restaurant table, ordering a rideshare and even ordering dessert for the return trip.
Early adopters have offered mixed feedback. Some report that the chatbot still suffers from consistency problems common to AI systems, requiring users to double‑check information. Others find the conversational style overly chatty, likening it to a talkative neighbor. Issues with functional memory, response lag and occasional hearing problems have also been noted. One reviewer described the experience as useful but frustratingly inconsistent, suggesting that Alexa+ is still working through the growing pains typical of new AI products. While it may not yet live up to Amazon’s bold claims, many agree that it can handle a range of household tasks adequately.
Access to Alexa+ varies by region. In the United States and Canada, Prime members receive full access on all Alexa‑enabled devices, the app and the website. In August 2026 Amazon announced that owners of select Fire TV devices, Ember televisions and Fire TV Cube units can also use the assistant at no extra cost. The chatbot is also reachable through the Amazon Music app. Early‑access programs exist for users in Mexico, the United Kingdom, Brazil, Italy, Germany, Austria, France, Australia, Spain and India, though feature sets may differ. Amazon says it plans to expand availability to additional countries.
For those who prefer not to subscribe to Prime, the standalone Alexa+ plan costs $19.99 per month. By comparison, a Prime subscription is $14.99 per month or $139 per year, providing free shipping, Prime Video, Amazon Music, Kindle benefits and the Alexa+ upgrade. Users with a limited Prime Video or free‑shipping membership must upgrade to the full Prime plan to use Alexa+.
To enable the upgrade, simply say, “Alexa, upgrade to Alexa plus,” or log in at www.alexa.com and follow the prompts. This allows users to try the new assistant and decide whether the added capabilities justify the cost.