Amazon Rolls Out Alexa+ Generative AI Assistant to All U.S. Prime Members

Amazon announced the broad U.S. availability of Alexa+, its upgraded generative AI-powered assistant, making the service free for all Prime members across Alexa-enabled devices. Non-Prime users can access Alexa+ via the web and mobile apps with usage limits, or subscribe separately. The assistant, first unveiled last year, is model-agnostic and runs on a mix of Amazon foundation models and third-party AI systems, enabling more advanced conversational and task-oriented capabilities.

Daniel Rausch, vice president of Alexa and Echo, said tens of millions of customers are already using Alexa+, with opt-out rates in the low single digits following a year-long beta. Amazon reported higher engagement after upgrades, including increased music streaming and deeper use of recipes and planning tools. Alexa+ is available across Echo devices, Fire TV, Alexa.com, partner hardware, and mobile apps.