Amazon has broadly launched Alexa+ to all US users, offering Prime members unlimited access and aiming to transform the smart assistant into a more conversational and task-oriented tool, amid rising subscription competition in retail.
Amazon has made Alexa+ available to all US customers, with Prime members receiving unlimited access at no extra cost. The updated assistant is intended to go beyond standard voice commands by using generative AI to hold more natural conversations and handle more involved requests, from managing smart-home devices and calendars to making reservations and helping with shopping and media discovery. Amazon said the service can be used on Alexa-enabled devices, in the Alexa app and via Alexa.com.
For non-Prime users, Amazon is offering a limited free text-based experience on the web and in the app, while full access without a Prime subscription costs $19.99 a month. The company says Alexa+ is designed as a more personalised assistant that can take actions, not just answer questions, and that it can support tasks such as reminders, trip planning and household administration.
The wider rollout comes after Amazon had already started expanding the product in phases. According to the Independent, Prime membership grew at a double-digit pace year on year in the second quarter of 2026, and Amazon said some of that strength was linked to early interest in Alexa+. The same report said users who tried Alexa+ were more than 25% more likely to sign up for Prime, while the assistant reached more than 100,000 people in the weeks after its initial launch.
Amazon is also moving in step with a broader push by major retailers to add value to paid loyalty schemes. The Independent noted that Walmart has been adding benefits to Walmart+, while Dick’s Sporting Goods launched its ScoreCard+ programme in July, underscoring how subscription perks are becoming an increasingly important part of retail competition.
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