Amazon’s upgraded, generative AI-powered version of its Alexa assistant, called Alexa+, is now available to all customers in the United States. The AI feature is free for Prime members to use across all their devices. Anyone can also use Alexa+ for free through the Alexa website or mobile app, though with some limitations.
Daniel Rausch, Vice President of Alexa and Echo at Amazon, stated that tens of millions of customers are already using Alexa+ and that the company is now extending unlimited access to all Prime members as a new benefit included in their subscription.
Originally announced last year, Alexa+ is model agnostic. This means it operates on a combination of Amazon’s own foundation models and models from other companies. This approach allows the assistant to handle more complex tasks than its predecessor by utilizing the best available AI technology for each job.
As an AI assistant, Alexa+ can engage in natural, flowing conversations that include follow-up questions and back-and-forth dialogue. Beyond performing standard smart home commands, setting timers, or providing news and weather, the new assistant can perform many functions common to other AI chatbots. These include planning a trip itinerary, updating a shared calendar, finding and saving recipes, making movie recommendations, helping with homework, and exploring topics in depth.
Furthermore, integrations with services like Ticketmaster, Thumbtack, Uber, Angi, Expedia, Square, Yelp, Fodor’s, OpenTable, and Suno enable Alexa to execute more complex actions, such as scheduling a dinner reservation or requesting a ride. Amazon has not yet shared user adoption numbers for these more autonomous, “agentic” tasks.
Throughout a year-long beta test, customers had the choice to try the AI feature or revert to the prior version of Alexa. Amazon states that the option to roll back will remain available for now, though it is unclear for how long. This suggests the company wants more time to refine the AI experience before potentially making it mandatory. The rate of users opting out is a key metric, and Rausch noted that figure is in the low single digits, indicating most customers are satisfied with Alexa+.
Ahead of this launch, Amazon worked to resolve bugs and address user feedback from the beta. Some testers found Alexa+ too chatty or prone to interrupting at inopportune times, while others disliked its new voice. Amazon incorporated this feedback, revising elements like the onboarding experience to show users how to change the voice back to a preferred, classic option, which remains available as voice number two, now enhanced with AI for more natural inflection.
The company also made adjustments to reduce unwanted interruptions. Alexa+ now asks, “Is that for me?” when it is unsure if it is being addressed. Rausch pointed out that the overall experience is configurable; for example, users can turn off the follow-on mode that allows Alexa to continue listening after a response.
When asked if users will be able to customize the AI assistant’s personality, as with some other chatbots, Rausch responded, “Stay tuned.”
During the beta, Amazon reported positive adoption trends in both usage and engagement. Music streams increased by 25% after customers upgraded to Alexa+, and engagement with recipe features grew fivefold. Overall, customers are having two to three times more conversations with Alexa+ compared to the original Alexa.
While Alexa+ is free for U.S. Prime members, non-Prime customers can opt for standalone access at $19.99 per month, a price comparable to services like ChatGPT Plus. The free experience on web and mobile will have some limits, which Amazon states are mainly in place to prevent abuse.
The Alexa+ experience in the U.S. is available across Alexa devices, including Echo products, Fire TV, Alexa.com, the Alexa mobile app, and Alexa-enabled devices from partners such as Samsung and Bose, with more partners expected to join.