Amazon launches Alexa+ AI upgrade, $20/month or free with Prime

Amazon has introduced Alexa+, an upgraded version of its smart assistant with enhanced conversational capabilities and personalized intelligence, which will begin rolling out in the U.S. in late March 2025. The new features include the ability to sort calendars, book rides, and offer tailored recommendations based on user preferences. While the subscription for Alexa+ costs $19.99 per month, it is offered for free to Amazon Prime members, raising questions about the pricing strategy given that Prime itself costs $14.99 monthly. This move is seen as Amazon's attempt to compete with other AI assistants like Google's Gemini and Apple's Siri. The upgrade is designed to make interactions with Alexa more natural and intuitive, utilizing generative AI to understand user context better. Early access will prioritize certain Echo Show models, with broader availability expected in subsequent waves.