The revamped Alexa experience, dubbed Alexa+, is now available from Amazon, with a starting price of $19.99, although Prime members can access it for free. According to Amazon, early access is slated to begin next month, followed by a phased rollout to a larger user base over the ensuing months.

To coincide with the launch of Alexa+, Amazon is introducing Alexa.com, a newly designed web platform tailored for extended tasks, as well as an updated Alexa mobile app featuring a revamped interface and enhanced functionality.

“With the advent of generative AI and a completely overhauled Alexa, we are transitioning the world from basic chatbots to a revolutionary new paradigm,” stated Panos Panay, Amazon’s chief of devices and services, during his onstage presentation.

Priced at $19.99, Alexa+ is competitively positioned alongside other generative AI-powered chatbots in the market, including OpenAI’s basic paid ChatGPT plan and Google’s premium Gemini assistant, Gemini Advanced, both of which are also priced at $19.99.