Amazon has confirmed that its generative AI-powered digital assistant, Alexa+, initially announced in February 2025, now serves over one million users through an invite-only early access program in the U.S.
The company has progressively expanded access to Alexa+ by sending invitations to customers who registered on the waitlist. This initiative follows an earlier statement from Amazon CEO Andy Jassy in May 2025, when Alexa+ had reached over 100,000 users. The current user base of over one million represents a significant increase since that time. Alexa+ offers enhanced capabilities, including more natural and personalized interactions and integration with smart home systems.
During its early access phase, Alexa+ is available at no cost. Upon its public launch, the service will remain free for Amazon Prime subscribers. Non-Prime users will incur a monthly fee of $19.99 for access to Alexa+ after its official release. The initial rollout of invites occurred in waves over several months.
Alexa+ incorporates generative AI to facilitate conversational exchanges, allowing users to articulate requests using natural language. For example, a command such as “It’s too cold in here” can prompt Alexa+ to adjust a smart thermostat. The system also supports the creation of customized routines, enables searches within Ring camera footage, and permits users to interrupt or redirect ongoing conversations with the assistant. The service is designed to be personalized, retaining user preferences regarding elements such as music and recipes.
The generative AI component enables Alexa+ to perform various functions, including summarizing lengthy emails, generating unique bedtime stories, creating quizzes from study guides, developing travel itineraries, providing summaries of smart home activity, and responding to general inquiries, similar to a standard AI chatbot. Alexa+ can also execute transactional tasks, such as purchasing concert tickets, making dinner reservations, and notifying users about price reductions on monitored items. Initial integration partners for these transactional features include OpenTable, Ticketmaster, Uber Eats, Tripadvisor, Grubhub, Yelp, Priceline, Viator, Thumbtack, Atom, and Fodor’s.
Currently, Alexa+ is accessible on Echo Show devices, specifically the 8, 10, 15, and 21 models, within the U.S. market. Amazon plans to extend availability to additional Echo customers, Fire TV users, and Fire tablet users in the future. User feedback during the early access period has been varied. Some early adopters have commended the service, noting its advanced features in comparison to other digital assistants, while others have indicated that the platform still requires refinement. Amazon has stated that approximately 90% of the features initially announced for Alexa+ have been implemented.
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