Amazon now gives Prime members free access to Alexa+, and here’s how to use it

# What changed Amazon made Alexa+ free for all U.S. Prime members beginning September 1. Alexa+ is described as an upgraded version of the Alexa voice assistant that uses generative AI to handle more conversational requests and more complex tasks than the original model.

# What Alexa+ can do Alexa+ extends standard voice-assistant functions into multi-step and service-oriented tasks. According to Amazon's announcement, examples include:

• Researching topics and synthesizing information.
• Helping plan a day, manage calendars, and create reminders.
• Completing tasks such as ordering takeout and scheduling services on a user's behalf.

These capabilities position Alexa+ as a tool for both information-gathering and task execution rather than only simple voice commands.

# Alexa+ Prime members can use Alexa+ across three access points:

• Alexa-enabled devices in your home.
• The Alexa mobile app.
• Alexa.com.

# Why Amazon is making this available now Amazon reported double-digit Prime membership growth in the second quarter of 2026. Company leadership pointed to Alexa+ as one contributing factor: shoppers who tried Alexa+ were more than 25 percent more likely to sign up for Prime. The generative-AI assistant also reached over 100,000 people in the weeks after its initial launch earlier in the year.

Subscription services revenue, which includes Prime, rose 12 percent year over year to $13.7 billion in that period.

# How this fits into the wider loyalty landscape Other retailers are adding or expanding paid loyalty benefits to retain and grow memberships. Examples cited in related reporting include:

• Walmart+ has added benefits such as monthly free photo prints and waived fees for certain in-store services.
• Dick's Sporting Goods launched ScoreCard+ with perks including free shipping and discounts for a $99 annual fee.

Amazon's move to bundle Alexa+ with Prime follows a broader industry push to make membership programs more attractive and stickier.

# Practical next steps for Prime members If you are a U.S. Prime member and want to try Alexa+:

1. 1Confirm you are signed in with the Prime-linked account on your Alexa-enabled device, the Alexa app, or at Alexa.com.

1. 1Try conversational, multi-step requests—planning, scheduling, or ordering tasks—to see how Alexa+ handles them compared with the original assistant.

If you are evaluating Prime, note that Amazon reported a measurable uptake among shoppers who tried Alexa+, suggesting the assistant is a deliberate part of Prime's value proposition.