Amazon made Alexa+ free for all Prime members in the United States. The company also said the US rollout is now complete. Non-members can subscribe to the full version for a monthly fee. A free text-based version is available at Alexa.com and in the Alexa app, with usage limits. Amazon says tens of millions of people joined during the early access period. It also says shoppers who tried Alexa+ signed up for Prime at a higher rate. The move follows double-digit Prime membership growth in the second quarter of 2026. Walmart and Dick's Sporting Goods have recently expanded their own paid loyalty programs.
What changed
Alexa+ was in early access and otherwise required a paid subscription.
What it unlocks
Using Amazon's Alexa+ assistant at no extra cost with a Prime membership in the US.
- $19.99/month for non-Prime members
- tens of millions in early access
- subscription revenue $13.7B, up 12%
- ~25% higher Prime signup rate
What you need to act on it
- Amazon Prime membership
- US availability
Sources