Amazon’s Alexa+ Expansion Continues

Invitations to Amazon’s upgraded digital assistant, Alexa+, powered by generative AI, are being steadily rolled out to users. The service, initially announced in February, has now reached over one million users, as confirmed by Amazon to TechCrunch on Monday. However, Alexa+ is still not publicly available.

Instead, Amazon is working through its waitlist, sending out invitations to customers who originally signed up to test the service when it was first announced. Over the past few weeks, many users have taken to social media to share that they have received an invitation to try Alexa+, which offers more natural and personalized interactions, smart home integration, and expanded capabilities thanks to AI.

Pricing and Availability

Alexa+ is available for free during the Early Access period and will later be free for Prime customers. Non-Prime users will be able to use the service for $19.99 per month after its public launch.

Progress and Growth

Amazon had previously stated that invitations to try out the new system would be rolled out in waves over the coming months. As of May 2025, Amazon CEO Andy Jassy reported that Alexa+ had reached over 100,000 users, representing a small fraction of the 600 million Alexa devices sold. This number has grown significantly in recent weeks.

Image Credits: Amazon

A New Era for Alexa

Alexa+ represents a significant effort by Amazon to create a generative AI experience for consumers that can be monetized. Although Amazon created a market for smart home-connected, voice-based assistants with its Alexa-powered Echo devices, it struggled to turn this traction into a revenue-generating business. As generative AI services like ChatGPT gained popularity, Alexa began to feel outdated and underpowered.

New Capabilities and Features

Alexa+ aims to bring new capabilities to the digital assistant. The service allows users to interact with Alexa using more natural language, creating a more personalized experience. Users can phrase requests in their own way, such as telling Alexa to adjust the smart thermostat because "it’s too cold in here." Additionally, users can easily create routines, search across Ring camera footage, interrupt or pivot conversations with the assistant, and more.

The experience is also more personalized, as it saves user preferences and remembers likes and dislikes, from favorite songs to recipes and beyond.

Image Credits: Amazon

Generative AI Component

With its generative AI component, Alexa can perform tasks such as summarizing long emails, creating unique bedtime stories, generating quizzes from study guides, making travel itineraries, and providing summaries of smart home activity. The assistant can also help users take certain actions, like buying concert tickets, booking dinner reservations, and notifying them when something they’ve been watching goes on sale. Initial partners for this feature include OpenTable, Ticketmaster, Uber Eats, Tripadvisor, Grubhub, Yelp, Priceline, Viator, Thumbtack, Atom, Fodor’s, and others.

Availability and Expansion

During the early access period, Alexa+ will initially be available on Echo Show 8, 10, 15, or 21 devices in the U.S. Over time, it will expand to more Echo customers, Fire TV users, and Fire tablet users.

User Feedback and Development

Customers who have been invited to try the product are reporting mixed results, with some praising the service and noting its advancements over Siri, while others have stated that it’s still rough around the edges. Amazon notes that nearly 90% of the features announced for Alexa+ have shipped, indicating that the service is nearing its full launch.