With Alexa+, Amazon is making a play for the consumer agent space. It has a shot at succeeding — if all goes according to plan, that is.

But unlike before, when Alexa was offered for free on any Alexa-enabled devices, customers will have to pay Amazon a monthly fee of $19.99 for the revamped voice assistant, which it calls “Alexa+”. However, the generative-AI powered Alexa will be free for Prime members, who pay the company a monthly or annual fee for free delivery and other perks.

Alexa Plus is here but it's only supported by four Echo products as of now, and won't be supported by more than half a dozen Echo devices.

Alexa+, Amazon’s revamped version of Alexa was unveiled Wednesday, bringing the popular voice assistant into the artificial intelligence era. The new Alexa is more conversational, can incorporate a user’s personal preferences into answers,

NEW YORK—After teasing it in September 2023 and reportedly suffering delays, Amazon today announced that its more capable and conversational version of Alexa will start rolling out to US Prime members for free in the next few weeks.

Amazon unveiled the Alexa Plus personal assistant that uses generative artificial intelligence to make it more useful for individual users during the Amazon Devices event in New York City.