An Amazon Prime Alexa+ upgrade now gives full subscribers unlimited access to the company’s generative AI assistant at no cost. Amazon detailed the rollout in its official availability breakdown and Alexa+ platform overview. The perk covers the entire household across compatible Echo devices, the Alexa mobile app, and Alexa.com. Prime members can activate the assistant by saying, “Alexa, upgrade to Alexa+.” Users can also sign in directly through their browser at Alexa.com.
For customers without Prime, Amazon offers two ways to use the assistant. Anyone can try a free text-based chat tier at Alexa.com or inside the iOS and Android app. However, Amazon limits the free chat tier based on usage. Non-Prime households that want full voice and device access must buy a standalone plan, as Amazon explains:
“For unlimited access without Prime, customers can subscribe to Alexa+ for $19.99 per month. The full set of capabilities is available to the whole household across Alexa-enabled devices, Alexa.com, and the Alexa app.”
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How Alexa+ Works Across Echo, Fire TV, Tablets, and the Web
Amazon built Alexa+ on large language models running on Amazon Bedrock from both Amazon Nova and Anthropic. To coordinate actions across tens of thousands of services and devices, the assistant uses specialized system groups called “experts.” As a result, Alexa+ can book dinner tables through OpenTable and schedule appointments on Vagaro. It also orders food delivery through Grubhub or Uber Eats. In addition, the assistant buys groceries from Amazon Fresh and Whole Foods Market. Beyond shopping, it tracks Ticketmaster on-sale alerts and books home repairs via Thumbtack.
Users can pick from four personality styles (Brief, Chill, Sweet, and Sassy) to adjust the assistant’s tone. Meanwhile, customers can upload photos, study guides, or forwarded school emails via Alexa.com or the mobile app. Alexa+ then extracts key dates and adds them straight to the family calendar.
Supported Hardware and Regional Availability
Beyond Echo speakers and displays, Amazon now includes free Alexa+ features on compatible U.S. Fire TV devices. That list covers current Fire TV Sticks, the Fire TV Cube, and Amazon Ember TVs. Still, users need Prime or the standalone plan for Echo access, Fire TV Routines, and Ring camera moments. The assistant also comes built into the new Amazon Alexa Tablets lineup, which starts at $229.99.
Full Alexa+ access is currently live for customers in the United States and Canada. Meanwhile, Amazon runs early access programs in Brazil, the U.K., Mexico, Italy, Spain, Germany, Austria, and France. Because feature support varies by country, eligible new users can check for a 30-day trial at Amazon.com/AlexaPlus.
