Amazon's Alexa+ Now Free for All U.S. Prime Members, Beating Apple's Smarter Siri to Market

Amazon is now offering its advanced AI assistant, Alexa+, to all U.S. Amazon Prime subscribers at no extra charge. Prime members can access Alexa+ via the Alexa app, Alexa-enabled devices, or the Alexa.com website. The upgrade is available by simply asking Alexa to "upgrade to Alexa+," or by logging into an Amazon account on the Alexa website. Alexa+, which has been in testing since February 2025, provides a more intelligent, personalized, and proactive assistant experience. Its enhanced capabilities stem from an updated architecture utilizing large language models from Amazon Nova and Anthropic. This advanced version can perform tasks like ordering food, making reservations, booking rides, and scheduling home repairs, in addition to controlling smart home devices and answering questions. Alexa+ integrates seamlessly with Amazon services and compatible hardware like Ring cameras. While included as a Prime benefit, a standalone Alexa+ subscription costs $19.99 per month, making the Prime subscription of $14.99 monthly or $139 annually a better value. This broad rollout positions Alexa+ against Apple's anticipated revamped Siri, expected in spring 2026. The evolution of these long-standing voice assistants, Alexa+ and the upcoming Siri, will be a key area to watch.