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Amazon announced Alexa+, its overhauled digital assistant with generative AI capabilities, about a year ago. Shortly thereafter, it kicked off an early access program allowing interested users to try it out free of charge. Unfortunately, that honeymoon period has come to an end: Alexa+ has now officially launched, and now you’ll need to pay to access its most useful features.
While certain features will still be free to use, the majority of the Alexa+ experience is now locked behind a paywall. True, you might already pay for that paywall—but if you don’t, it’s going to cost you quite a bit to keep the features you’ve been test driving for months. (Of course, the standard Alexa assistant still exists if you don’t care for the latest generative AI enhancement.)
What is Alexa+?
The new Alexa is much like the old one, but now behaves a bit more like other generative AI assistants, including ChatGPT. In addition to simple requests and questions, Alexa+ can handle more complex queries and understand context (meaning one complex question can be followed by another, without needing to repeat yourself). For all the hullabaloo around generative AI, contextual awareness is really one of the big improvements users will notice with their digital assistants.
Amazon has a big vision for Alexa+. It still wants you to use it to control smart home devices, run timers, check the weather, and catch up on the news, but it also wants users to take advantage of “agentic” tasks, or actions that the AI can handle on your behalf. In theory, agentic AI allows you to ask the AI to order dinner to-go, make reservations at restaurants, schedule an Uber, or book a home repair. I’m still not sold on the capabilities of agentic AI assistants, and I imagine most people will continue to use Alexa+ the way they used regular old Alexa, (e.g. asking “Is it cold today?” or telling it to “set a timer for 10 minutes,” or ordering it to “Play ‘Manchild’ by Sabrina Carpenter on repeat”), but what do I know? Maybe Alexa+ really will change the way people interact with their Echo devices.
How much Alexa+ will cost you
If you’re interested in Amazon’s newest AI assistant, there are three different ways to try it—one free, and two paid.
How to use Alexa+ for free
The most basic, Alexa+ chat, is totally free of charge. You can try it by heading to alexa.com or using the Alexa app for iOS or Android, where you can talk to Alexa in a chat window, ala ChatGPT. Amazon says users can get “quick answers, plan research, and explore new topics.”
But the thing is, you can’t use Alexa+ chat for any of the things you probably want to have Alexa+ do. It is solely a web-based chatbot experience, not something you can connect to your Alexa-enabled devices. If you’re interested in the full Alexa+ package, you’ll need to pay Amazon one way or another.
What do you think so far?
Prime Members get a free subscription
The good news is, you might have already paid Amazon for the privilege, even if you didn’t realize it: Currently, Amazon is offering all Prime members full access to Alexa+, including via the chatbot and through Alexa-enabled devices. Alexa+ also works with other Amazon services that come free with Prime, including Prime Video and Amazon Music. Seeing as over half the U.S. population has a Prime account, chances are good that if you’re at all interested, you already have access to Alexa+.
How to use Alexa+ without Prime
Maybe you’re one of the rare unicorns who doesn’t have a Prime account, but still wants to try Alexa+ on an Echo smart speaker. In that case, Amazon will offer you the full experience for a cool $19.99/month. That’s a slightly ridiculous price, seeing as a full Prime membership (with all the added benefits, from Prime Video to free shipping) will run you $14.99/month (or $139 per year). You definitely save money by subscribing to the latter, which is probably a big part of Amazon’s motivation here—Jeff Bezos will never truly rest until everyone uses Amazon to buy everything.
How to enable Alexa+
If you opt for either of the paid options, you can set up Alexa+ by simply telling your Alexa-enabled device, “Upgrade to Alexa+.” You can also use Alexa+ by logging into your Amazon account on alexa.com. And as noted above, you can certainly opt to keep the old Alexa assistant for the time being, whether whether you have Prime or not. While Amazon may do away with the legacy assistant in the future, it isn’t forcing anyone to switch just yet.
