Amazon Overhauls Alexa With Generative AI, Launches Paid Subscription Tier
Amazon unveils Alexa+, a generative AI-powered revamp of its digital assistant that completes complex daily tasks. The new premium service is free for Prime members but costs $19.99 per month for everyone else.
Amazon introduces a major overhaul of its Alexa digital assistant, renaming the upgraded version Alexa+. Powered by generative artificial intelligence, the new service handles complex tasks like purchasing concert tickets, ordering groceries, and booking dinner reservations. The assistant also learns the daily routines of household members to proactively offer personalized help.
For the first time, Amazon charges a monthly fee to access the premium AI features, setting the price at $19.99 per month. However, the company makes Alexa+ free for existing Amazon Prime members. Early access to the upgraded assistant rolls out next month and works on almost every Alexa device the company has previously shipped.
The upgrade requires a complete re-architecture of the original system rather than simply plugging in a large language model. To power Alexa+, Amazon uses a combination of its own Nova AI models alongside third-party technology from Anthropic. During the launch event, company executives emphasize that this generative AI foundation fundamentally changes how users interact with the smart assistant.