Alexa Plus, Amazon’s generative AI-powered voice assistant overhaul, announced in February 2025, is now being gradually rolled out to users through an Early Access program. Over a million users currently have access, up from hundreds of thousands last month, with availability increasing for Echo smart speaker and display owners. The rollout, led by Panos Panay, emphasizes ironing out issues before full release, expected to be widely available by summer. Although some features like Fire TV scene jumping, hands-free grocery ordering, and Alexa access on browsers are not yet live, nearly 90% of announced features including a conversational assistant and personalized memory capabilities are active. Users report positive feedback on Alexa Plus’s natural conversational abilities and multi-device smart home control, despite some bugs and limitations compared to the classic Alexa. The new assistant will eventually cost $19.99 monthly, free for Prime members, aiming to compete with AI rivals through enhanced user interaction and functionality.
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