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In early February 2026, Amazon brought its new AI-powered assistant, Alexa+, to all Alexa-enabled devices, as seen in a Super Bowl ad fronted by Chris Hemsworth. Free with Prime membership, the next generation of Amazon’s premium Alexa program, which first launched in 2014, welcomes new agent capabilities: grocery shopping, booking trips, making reservations, and the like. It’s essentially a more personalized, conversational version of the voice-activated virtual assistant that customers have known for the past decade.
About three weeks after Alexa+ rolled out nationwide, on February 25, Amazon introduced three distinct personas meant to communicate each user’s preferred call-and-response style. The three newly available tones – Brief, Cool, and Sweet – range from direct and formal to casual and encouraging, and can be adjusted at any time.
While Alexa+ is included at no additional cost for Prime members, non-Prime members in the US can take full advantage of the technology for $19.99 per month, and both members and non-members can subscribe to Alexa+ now on Amazon.com. Amazon Prime also offers a free 30-day trial for those interested in testing out the subscription before committing.
As noted, in addition to the Alexa app, Alexa+ has officially rolled out to all Alexa-enabled devices, including Echo, Fire TVs, and Fire Tablets. Other smart home devices compatible with Alexa+ include lighting, security cameras, climate control, Wi-Fi, and cleaning technology (i.e. voice-controlled robot vacuums). Check out Amazon’s Alexa+ device store for a full range of products with Alexa+ capabilities.
After a 30-day free trial, Amazon Prime plans cost $14.99 per month or $139 per year. Prime for Young Adults (eligible for those ages 18-24) costs $7.49 per month after the trial.
On top of Alexa+, other Prime benefits include fast and free delivery, unlimited Prime Video streaming, Grubhub+, Amazon Music, Amazon Prime Fuel Savings, and exclusive deals on produce and groceries. Customers can sign up for a free 30-day trial of Prime on Amazon.com.
