Your basic Alexa struggles with follow-up questions and can barely book a dinner reservation, but Amazon‘s Alexa+ promises to fix those frustrations with genuine AI smarts. After nearly a year of waitlists since its March 2025 early access launch, Amazon announced Wednesday that all U.S. users can now access the upgraded assistant. Here’s the catch that feels very Amazon: Prime members get it free, while everyone else pays $19.99 monthly—a pricing strategy borrowed straight from the Netflix playbook.
The Numbers Don’t Lie About User Enthusiasm
Engagement metrics suggest Amazon finally cracked the AI assistant code after years of basic voice commands.
Daniel Rausch, VP of Alexa and Echo, calls the sustained weekly engagement growth a clear “hit product” sign, countering typical electronics drop-off patterns. Users are having:
- 2-3 times more conversations
- Triple the purchases
- Five times more recipe requests
compared to classic Alexa.
The rollout hasn’t been entirely smooth—some Prime members felt blindsided by automatic upgrades, though most stick around once they discover the enhanced capabilities. You can revert with a simple voice command, but few actually do.
Beyond Voice Commands Into Real Actions
Alexa+ transforms from a glorified timer into an actual digital assistant that books services and manages tasks.
The upgrade enables genuinely agentic behavior—think booking Uber rides, scheduling home repairs through Angi, or managing complex multi-step requests without the robotic “I don’t understand” responses. Amazon reports that 97% of its 600-plus million shipped devices support Alexa+, with newer Echo models featuring AZ3 chips delivering faster “ambient AI” processing.
The difference between asking old Alexa to play music versus having Alexa+ coordinate your evening plans feels like jumping from dial-up to broadband.
Ecosystem Expansion Beyond the Echo Bubble
Partnerships with BMW, Samsung, and health trackers signal Amazon’s ambient computing ambitions.
Alexa+ now integrates with:
- BMW’s iX3
- Samsung TVs
- Bosch coffee makers
- Oura health tracking
- Services like Expedia and Yelp for bookings
The redesigned mobile app adopts a ChatGPT-style interface, while web access through Alexa.com brings the assistant beyond physical devices. This expansion strategy positions Amazon’s AI as the invisible layer connecting your digital life—assuming you’re willing to let Amazon deeper into your daily routines.
Amazon’s timing feels calculated, launching full availability as ChatGPT and Gemini dominate AI headlines. The company’s betting that home device ubiquity trumps raw AI capability. For Prime members already invested in the ecosystem, Alexa+ represents genuine value. Everyone else faces a monthly subscription for features that should have shipped years ago—classic Amazon, making you pay for tomorrow’s technology today.
