Amazon has finally opened up Alexa+ to all users in the US, offering a free web-based version and full access bundled with Prime, or $19.99 per month, marking the end of a year-long early access program.
The company claims the upgrade is “smarter, more conversational, and more personalized,” promising features from meal planning and homework assistance to travel itineraries, while keeping basic features like music playback and smart home control.
The upgrade is touted as “smarter, more conversational, and more personalized,” with Amazon promising that Alexa+ can handle complex tasks like meal planning, homework help, and travel planning.
It also maintains basic functionality, from playing music to controlling smart home gadgets, while adding context awareness and early agent features like ordering food and booking rides.
But despite Amazon’s enthusiasm, user feedback hasn’t been as exciting.
The report says many customers are being automatically directed to Alexa+, and some Prime members are receiving emails saying their devices will be updated whether they like it or not. Complaints range from buggy responses to inconsistent integration with existing smart home setups.
Early adopters have also noted that Alexa+ can sometimes struggle with multi-step requests, and reviews highlight frustrations with a lack of transparency around data processing.
The timing of this rollout is significant, as Amazon is pitting Alexa+ against Google’s Gemini, which replaced Google Assistant last year. Gemini itself has faced criticism for uneven performance, particularly in the context of smart homes, meaning both tech giants are grappling with the challenge of making their generative AI assistants reliable in everyday use.
For now, Alexa+ remains US-only, with no plans for global rollout. UK users will have to wait, but the competitive picture suggests Amazon will eventually bring Alexa+ across the Atlantic to compete with Google’s Gemini and Apple’s Siri upgrades.
Amazon claims that tens of millions of users have already switched to Alexa+, and usage is double that of the previous Alexa. But the growing chorus of complaints shows that size does not guarantee satisfaction. The company’s gambling certainly shows. Whether customers agree remains to be seen.
