Amazon makes Alexa+ AI assistant free for Prime members

Amazon has announced that Alexa+, its next-generation AI assistant, is now free for all Amazon Prime members in the United States. Effective September 1, members receive unlimited access to the upgraded service at no additional cost.

Alexa+ utilizes generative AI to facilitate more conversational interactions and manage complex tasks, such as researching topics, managing calendars, creating reminders, and scheduling services or food deliveries. The company reported that shoppers who engaged with Alexa+ were over 25 percent more likely to sign up for a Prime membership.

This move follows a period of growth for Amazon’s subscription services, which saw revenue rise 12 percent year-over-year to $13.7 billion. The rollout comes as competitors like Walmart continue to expand their own loyalty program benefits, such as photo printing and waived transaction fees for Walmart+ members.