Amazon Unveils Alexa+: Smarter AI Assistant, Free for Prime Members

Amazon has unveiled Alexa+, a next-generation AI-powered assistant designed to enhance everyday tasks, entertainment, and smart home management. Featuring advanced generative AI, Alexa+ is more conversational, action-oriented, and deeply personalized, making it feel like a helpful companion rather than just a voice assistant. The new service will be free for Amazon Prime members and available to others for $19.99 per month.

Smarter Conversations and Enhanced Capabilities

Alexa+ is built to provide more natural, intuitive interactions, understanding incomplete thoughts, casual speech, and even complex topics. Amazon says the assistant goes beyond simple commands, offering a more fluid, human-like conversation experience.

Unlike its predecessors, Alexa+ is designed to take action across thousands of integrated services. Using a system of specialized "experts," Alexa+ can manage smart home devices from Philips Hue, Roborock, make reservations through OpenTable and Vagaro, and assist with everyday shopping, order groceries from Amazon Fresh and Whole Foods Market, music streaming from Amazon Music, Spotify, Apple Music, and iHeart Radio, and food delivery through Grubhub and Uber Eats. It can even track ticket sales on Ticketmaster or alert users via Ring security systems.

Amazon has also introduced agentic capabilities, allowing Alexa+ to complete multi-step tasks independently. For example, if a user needs an appliance repaired, Alexa+ can search for providers, schedule a service, and confirm the booking—without the user having to manage each step.

Personalization and AI-Driven Assistance

One of Alexa+’s standout features is its ability to learn and customize responses based on user preferences. The assistant remembers past purchases, favorite music, and household details, applying this knowledge to offer personalized recommendations. Users can also manually input preferences, such as family dietary restrictions, special dates, or saved recipes, to improve Alexa+’s assistance.

Seamless Cross-Device Integration with a Dedicated App

Alexa+ is designed to work across multiple devices, ensuring a continuous and connected experience. Users can start a conversation on their Echo speaker, continue on their smartphone or in their car, and pick up where they left off on their computer via a web browser. Alexa+ remembers the context of previous interactions, allowing for a smooth transition between devices.

To access Alexa+ on the go, Amazon is introducing a dedicated mobile app, available for download on the Apple App Store and Google Play Store. Additionally, users can interact with Alexa+ via a new browser-based experience at Alexa.com, making it more accessible across different platforms.

Whether managing a smart home, setting reminders, or making purchases, Alexa+ ensures that users can stay connected to their AI assistant wherever they are—at home, at work, or on the move.

Smarter AI That Learns and Adapts

Alexa+ goes beyond answering questions—it learns from interactions and adapts to users' needs. Powered by advanced large language models (LLMs), Alexa+ can understand both direct queries and open-ended thoughts, making it easier to get relevant responses even when users aren’t sure exactly how to ask.

Users can also add to Alexa+’s knowledge by sharing documents, emails, photos, and messages via desktop, mobile, or email. This allows Alexa+ to summarize information, set reminders, and take action, such as adding event details to a calendar or turning study materials into quizzes.

By combining deep AI knowledge with personal context, Alexa+ aims to be a more intelligent, proactive assistant that helps with daily tasks in a natural, intuitive way.

Security, Privacy, and Availability

Amazon emphasizes that privacy and security remain a priority, with Alexa+ built on AWS’s secure infrastructure. Users can manage settings and review interactions through the Alexa Privacy Dashboard.

Alexa+ will launch in the U.S. over the next few weeks as part of an early access rollout. Initially, priority will be given to Echo Show 8, 10, 15, and 21 device owners. Those interested in early access can sign up at www.amazon.com/newalexa.

With this latest upgrade, Amazon aims to redefine what an AI assistant can do—offering a more intelligent, proactive, and user-focused experience.

What This Means for Users

The launch of Alexa+ marks a major shift in AI assistants, pushing beyond basic voice commands to become a more proactive and personalized digital helper. Unlike previous versions of Alexa, which primarily responded to direct requests, Alexa+ anticipates needs, completes multi-step tasks independently, and engages in more fluid conversations.

For Amazon Prime members, this upgrade comes at no additional cost, making it a valuable addition to existing benefits. Users who rely on Alexa for home automation, shopping, entertainment, or scheduling will see noticeable improvements in responsiveness and capability.

The introduction of agentic AI—where Alexa+ can navigate the web and complete actions without constant user input—brings it closer to being a true AI-powered personal assistant, reducing the need for manual follow-ups. However, this level of autonomy also raises questions about privacy and control, which Amazon has addressed by offering enhanced security settings and transparency tools.

Overall, Alexa+ represents Amazon’s push to keep pace with emerging AI-powered assistants, competing with Google’s Gemini and Apple’s AI advancements. For users, it’s a step toward an AI companion that goes beyond simple commands—helping with daily life in a more intuitive, proactive way.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.