Amazon's Alexa+, the next-generation AI assistant, has officially launched nationwide. It's available for $20 per month, but Prime members get it for free. For non-Prime users, there's a free, text-based version to try out. This rollout follows a period of early access, during which Amazon gathered user feedback to refine the experience.

Alexa+ offers more complex and natural interactions than the standard Alexa. It has new agentic capabilities, which allow it to handle tasks like managing schedules and controlling smart home devices. The new assistant also aims for a personalized experience by monitoring your digital activity. This is Amazon's latest attempt to compete with other AI assistants like Google Assistant and Siri.

Amazon appears to be using the launch of Alexa+ to drive Prime subscriptions. Since a Prime membership is cheaper than Alexa+ on its own, the company is hoping the enhanced AI features will entice new subscribers. A 30-day free trial of Prime is also offered to first-time customers.

Ultimately, whether the revamped Alexa will impress consumers remains to be seen. Early reviews have been mixed, with some users finding the experience inconsistent. As AI technology rapidly evolves, it's clear that Amazon is eager to integrate it into its core products, and will continue to compete with other tech giants.