Alexa+ is Now Free to Amazon Prime Members

Amazon has rolled out its advanced AI-powered assistant, known as Alexa+, to all Prime members in the United States as of February 4, 2026. This marks a significant expansion following an early access phase that began nearly a year earlier and attracted tens of millions of participants. The upgraded assistant is now fully available without restrictions for Prime members at no extra charge, positioning it as a core benefit of the subscription service.

Alexa+ represents a major evolution from the original Alexa experience. Built on a completely new architecture, it incorporates generative AI technologies, including large language models developed by Amazon’s Nova program and those from Anthropic. This foundation enables far more sophisticated interactions than before. Users can engage in extended, natural conversations that retain context over multiple sessions, sometimes spanning days. The assistant handles complex queries with greater depth, such as exploring topics in detail, discussing current events, settling factual debates, or providing personalized recommendations for music based on artists, genres, or entire discographies.

Beyond conversation, Alexa+ demonstrates strong agentic abilities, meaning it can take proactive steps to complete multi-step tasks. It assists with everyday logistics like searching for restaurants, placing takeout orders, booking rides, or scheduling home services such as repairs. In smart homes, it integrates with devices like Ring cameras to detect and alert users to unusual activity patterns. For families, it parses emails to add school events to shared calendars, offers homework support, suggests recipes tailored to preferences, compiles shopping lists for ingredients, and provides step-by-step cooking guidance. It even digitizes handwritten recipes or helps organize tasks and schedules more effectively.

Usage patterns have shifted noticeably since the early access period. Customers now interact with the assistant more than twice as frequently compared to the previous version, moving from basic commands to richer, more sustained engagements. This reflects the assistant’s enhanced personalization and ability to learn from user habits while maintaining privacy standards.

Prime members gain unlimited access to these full capabilities across multiple platforms, including voice interactions on Alexa-enabled devices like Echo speakers, text and voice through the Alexa mobile app, and browser-based use at Alexa.com. The service extends to the entire household under one membership. For those without Prime, a new limited free tier allows text-based chatting on the website and app for quick queries, research, planning, or topic exploration, though with caps based on usage volume. A standalone paid subscription costs $19.99 per month for unlimited access without requiring Prime.

The rollout aligns with Amazon’s strategy to deepen integration across its ecosystem. Alexa+ helps users maximize other Prime perks, such as streaming on Prime Video, listening to Amazon Music, or managing photos in Amazon Photos. It also supports broader shopping experiences, both on Amazon and external sites where applicable.

Amazon emphasizes ongoing improvements, with plans to make the assistant even more responsive, intelligent, and feature-rich in the coming months. The current availability remains limited to English and the U.S. market, but the company has hinted at future expansions and additional partnerships for enhanced functionalities.

Overall, the full launch of Alexa+ underscores Amazon’s investment in transforming its long-standing voice assistant into a versatile, AI-driven companion capable of handling both simple requests and intricate daily coordination.

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