Amazon has rolled out Alexa+, its generative AI-powered upgrade to the Alexa assistant, to all U.S. customers. The new version is now available to Prime members at no additional cost across all Alexa-enabled devices, including Echo speakers, Fire TV, and partner devices from Samsung and Bose. Non-Prime users can access Alexa+ for free via the Alexa website or mobile app, though with some usage limits designed to prevent abuse. Daniel Rausch, Vice President of Alexa and Echo at Amazon, said the company has seen tens of millions of users during the year-long beta and is now expanding access to all Prime members. He described the move as including a premium-tier experience within Prime, offering unlimited access to Alexa+ features. Alexa+ is designed to be more conversational and capable than the original assistant. It can engage in natural, back-and-forth dialogue, handle follow-up questions, and perform complex tasks. Beyond basic functions like controlling smart home devices or checking the weather, it can plan trips, update shared calendars, save recipes to a personal library, recommend movies, assist with homework, and explore topics in depth. The assistant integrates with major services like Ticketmaster, Uber, Expedia, OpenTable, Yelp, and Suno, enabling it to book reservations, request rides, and make recommendations—essentially acting as an AI agent that completes tasks autonomously. During the beta, Amazon tested different versions of Alexa’s voice and behavior. Some users found the initial AI voice too expressive or interruptive. In response, Amazon refined the onboarding process and reintroduced a more familiar voice—now labeled as Voice No. 2—while still using AI to enhance its tone and inflection. The company also reduced unwanted interruptions by adding a prompt: “Is that for me?” when Alexa is uncertain who is speaking. Users can customize their experience, including turning off the follow-on conversation mode if they prefer a more traditional interaction. When asked about personality customization—such as choosing between a professional, quirky, or nerdy tone—Rausch said users should “stay tuned,” hinting at future updates. Early data from the beta showed strong engagement. Music streaming rose by 25% after users upgraded, and recipe interactions grew fivefold. Customers are having two to three times more conversations with Alexa+ than with the original assistant. While Prime members get full access, non-Prime users can pay $19.99 per month for standalone access—comparable to subscriptions like ChatGPT Plus. The free version on web and mobile includes limits, but Amazon says they are generous and intended to maintain system integrity. Alexa+ is now available across all major platforms, including Alexa.com, the Alexa app, Echo devices, Fire TV, and third-party smart devices. Amazon continues to gather feedback and refine the experience, with no immediate plans to remove the option to revert to the older Alexa version.