Amazon has officially launched Alexa Plus, its generative AI-powered digital assistant, to all Prime members in the United States. The service is now accessible through any Alexa-enabled device, the Alexa mobile app, and Alexa.com.
Jennifer Pattison Tuohy reports for The Verge that the assistant has been in Early Access since March 2025 and reached tens of millions of users during that period. The company is also testing the service in Canada, Mexico, and several European countries.
Prime members receive unlimited access to Alexa Plus as part of their existing $14.99 monthly or $139 annual subscription. Non-Prime users can access the service for $19.99 per month or try a limited free version called Alexa Plus Chat through the website and mobile app.
The new assistant represents a complete rebuild of Amazon’s voice technology. It uses large language models from Amazon Nova and Anthropic. Unlike the original Alexa, which primarily responded to simple commands, Alexa Plus can handle complex queries and natural language conversations.
The enhanced capabilities include creating smart home routines through voice commands, managing family calendars and meal plans, providing recipe instructions, and booking services like restaurant reservations or Uber rides. Users can also interact with Alexa Plus as a text-based chatbot for research and content generation.
According to Rausch, customers are using Alexa Plus twice as much as the original version, with engagement continuing to grow weekly.
