Amazon’s Alexa+ Now Free for U.S. Prime Members, Outpacing Apple’s Siri Enhancements
Amazon has officially launched Alexa+, its advanced AI-powered voice assistant, to all U.S. customers as of February 4, 2026. This rollout marks a significant enhancement in Amazon’s voice assistant capabilities, offering a more conversational and proactive user experience.
Alexa+ Features and Capabilities
Alexa+ is designed to provide a more natural and engaging interaction. Users can now have fluid conversations with Alexa+, including follow-up questions and back-and-forth dialogue. Beyond traditional tasks like setting timers or providing weather updates, Alexa+ can plan travel itineraries, manage shared calendars, suggest and save recipes, recommend movies, assist with homework, and explore various topics. Integrations with services such as Ticketmaster, Thumbtack, Uber, Angi, Expedia, Square, Yelp, Fodor’s, OpenTable, and Suno enable Alexa+ to perform complex tasks like booking dinner reservations or requesting rides. ([techcrunch.com](https://techcrunch.com/2026/02/04/alexa-amazons-ai-assistant-is-now-available-to-everyone-in-the-u-s/?utm_source=openai))
Availability and Access
For Amazon Prime members, Alexa+ is available at no additional cost across all Alexa-enabled devices, including Echo products, Fire TV, the Alexa.com website, and the Alexa mobile app. Non-Prime members can access Alexa+ via the web and mobile apps with certain usage limitations or opt for a standalone subscription at $19.99 per month. This pricing strategy positions Alexa+ as a valuable addition to the Prime membership, which already offers benefits like free shipping, Prime Video, and Amazon Music. ([aboutamazon.com](https://www.aboutamazon.com/news/devices/alexa-plus-available-free-prime-members-us?utm_source=openai))
User Adoption and Feedback
During its year-long beta testing phase, Alexa+ was adopted by tens of millions of customers. Amazon reports that music streams increased by 25% after customers upgraded to Alexa+, and engagement with recipes saw a fivefold growth. Overall, users are having two to three times more conversations with Alexa+ compared to the original Alexa. Feedback from beta testers led to improvements, such as reducing unnecessary interruptions and offering options to change Alexa’s voice to suit user preferences. ([techcrunch.com](https://techcrunch.com/2026/02/04/alexa-amazons-ai-assistant-is-now-available-to-everyone-in-the-u-s/?utm_source=openai))
Comparison with Apple’s Siri
While Amazon has successfully launched Alexa+, Apple has faced delays in enhancing its voice assistant, Siri. Apple initially planned to introduce personalized Siri features in iOS 18.4 but postponed the release to 2026 due to quality issues and the need for a more robust underlying architecture. This delay has allowed Amazon to gain a competitive edge in the AI assistant market. ([macrumors.com](https://www.macrumors.com/2025/06/12/apple-intelligence-siri-spring-2026/?utm_source=openai))
Conclusion
The introduction of Alexa+ signifies a major advancement in voice assistant technology, offering users a more interactive and capable AI experience. With its free availability to Prime members and a range of new features, Alexa+ sets a high standard in the evolving landscape of AI-powered assistants.
