Existing Alexa users are not auto-upgraded; upgrading to Alexa Plus remains optional with a selectable upgrade path.

Amazon rolls out Alexa Plus, a generative AI-powered assistant, nationwide in the United States for all Prime members on Echo devices, the Alexa app, and the web, with a new free tier for non-Prime users.

New capabilities include custom smart-home routines, family calendars, step-by-step recipe guidance, restaurant bookings, ride-hailing and home repair arrangements, plus concert ticket purchases.

Early industry preview notes applaud handling of complex tasks but flag occasional inconsistencies and imperfect performance.

The broader rollout addresses accuracy, safety, and trust in generative AI, using preview feedback to refine performance and safeguards before full public expansion.

Rollout includes an ongoing timeline with Early Access in the UK, Germany, France, Italy, and Spain, plus continued trials.

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Alexa Plus competes in a crowded AI platform space, with rivals’ free tiers and features shaping consumer expectations and adoption timelines.

Post-upgrade engagement rises, shown by increased music streaming and deeper use of recipes and planning tools.