Amazon has begun rolling out its Alexa+ AI assistant, free for all U.S. Prime subscribers. This move gives Prime members access through the Alexa app, Alexa-enabled devices, and the Alexa.com website. Users can activate Alexa+ by saying “Alexa, upgrade to Alexa+.” The service has been in testing since February 2025, promising a smarter, more personalized experience.

Alexa+ offers enhanced capabilities compared to the standard Alexa, leveraging large language models from Amazon Nova and Anthropic. It can handle tasks like ordering food, making reservations, and controlling smart home devices. Amazon's decision to offer Alexa+ for free is a strategic play to boost Prime membership value and compete with rival virtual assistants like Apple's Siri.

This launch comes ahead of Apple's expected release of a more powerful, personalized Siri update, anticipated in the spring of 2026 with iOS 26.4. The original voice assistants, Alexa and Siri, are vying for dominance in the rapidly evolving AI space. It will be interesting to see how Alexa+ stacks up against the revamped Siri.

Amazon Prime costs $14.99 per month or $139 per year. The company's move to include Alexa+ as a perk provides added value. Customers without Prime can still try Alexa+ through a limited, free chat experience. However, a standalone Alexa+ subscription costs $19.99 per month, making Prime the better deal.