Alexa+ leverages generative AI to transform from a basic voice assistant into a more conversational and capable AI companion. Unlike traditional Alexa, which often provided canned responses, Alexa+ can maintain context throughout conversations, handle multiple prompts in a single session, and generate unique content rather than reciting pre-programmed answers1. The system combines models from Anthropic (maker of Claude) and Amazon's own Nova to power these enhanced capabilities2.

The AI upgrade enables Alexa+ to perform complex, multi-step actions across different services-booking restaurants, notifying friends, and updating calendars in a single request3. It also features improved memory, remembering user preferences like dietary restrictions or favorite music genres and applying this knowledge across interactions3. For Echo Show devices, Alexa+ includes vision capabilities to analyze images and documents, such as summarizing school schedules or reviewing homeowners association contracts to explain restrictions on installations like solar panels14. These advancements represent Amazon's effort to reposition Alexa as a true personal AI assistant rather than just a voice-activated command system3.

Alexa+ comes with a price tag of $19.99 per month for standard users, positioning it competitively with other AI assistants like ChatGPT Plus and Google's Gemini Advanced which share the same price point12. However, in a strategic move to boost Prime membership value, Amazon offers Alexa+ completely free to all Prime subscribers34. This pricing structure creates an interesting dynamic where the standalone Alexa+ subscription ($19.99/month or $239.88 annually) actually costs more than an Amazon Prime membership ($14.99/month or $139 annually), which includes not only Alexa+ but also shipping benefits, Prime Video, and numerous other perks56.

The rollout of Alexa+ began in early 2025, initially targeting U.S. customers with Echo Show 8, 10, 15, and 21 devices before expanding to additional markets and devices in subsequent waves17. Some analysts speculate this generous "free with Prime" offering may eventually lead to Prime price increases, as the costs of running advanced AI models at scale are substantial8. Amazon has not commented on potential Prime price adjustments, but the company is clearly using Alexa+ as a powerful incentive to drive Prime membership growth95.

Amazon has built a massive installed base of Alexa-enabled devices, with over 600 million devices in use globally as of early 20251234. This represents extraordinary growth from the early days of Alexa, which launched in 2014 with the first Echo device. For perspective, in 2016 the installed base was estimated at just 1.6 million units5, growing to 10 million by 20176, and surpassing 100 million by 20233.

The Alexa ecosystem now spans far beyond Amazon's own Echo devices. While Echo speakers and displays form the core of the lineup, Alexa has been integrated into more than 60,000 different devices7 from thousands of companies8. User engagement with these devices continues to grow, with Amazon reporting a 20% increase in 2024 compared to the previous year4. This massive installed base gives Amazon a significant advantage as it rolls out Alexa+, as the company can instantly upgrade hundreds of millions of existing devices through software updates9, potentially transforming the utility of hardware that consumers already own.