Amazon's smart assistant, Alexa, has always been free with the Amazon app or with any Echo device. Since her debut in 2014, she's been our alarm clock, our guide to shopping smart and finding deals on Amazon, and even a source of free samples.
But Alexa has gotten an AI upgrade, and the new Alexa+ has now rolled out as of Feb. 4, 2026. You don't have to activate Alexa+; she's rolling out automatically.
Alexa+ is free with Prime, but $19.99 a month if you don't have Prime. No, you don't have to pay for Alexa+ if you're cool with the OG version. But if you want the new, smarter AI-powered version, you'll have to pay, either by signing up for Prime or with the $19.99 monthly fee.
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The new Alexa+ costs $19.99 per month, but it's free with Prime, which is $139 per year (or $11.58 per month).
If you want Alexa+ and don't have Prime, it's cheaper to just get a Prime membership (which breaks down to $11.58 per month when you subscribe for the whole year) than it is to shell out $19.99 per month for Alexa+ alone. Plus, if you get Prime, you'll also get other Prime benefits like discounted gas, free Grubhub+, and more.
This marks the first time Amazon has charged anyone for Alexa. But we're not surprised it's happening. They've long charged for extras, from music streaming to Amazon grocery delivery, for non-Prime members, but made certain extras free for those who have Prime. Walmart and Target both offer various paid perks behind their subscription options as well. And with consumers realizing what's possible with AI, Amazon is banking on at least some being interested in unlocking features beyond setting alarms, asking about the weather, and asking Alexa to add things to your cart.
The new Alexa is AI-powered and smarter, and better able to help you shop.
Amazon previewed some of the stuff Alexa+ will do back in 2025. Overall, the new ersion will be able to have more complicated interactions, remember what you've asked in the past, and have the back-and-forth conversations it's possible to have with AI chatbots like ChatGPT, Gemini, and others. In other words, the new Alexa may be smart enough to suggest products based on your shopping habits and converse with you on what to buy.
Speaking of shopping, Alexa+ is combining forces with Amazon Fresh (Amazon's grocery delivery service) and Whole Foods so it can make you a shopping list based on you thinking out loud. For example, you can tell it you're vegetarian and one of your dinner guests is gluten free, and that you need it to throw together a shopping list (and order from Amazon Fresh, of course) so you can get all the ingredients you need for pizza, salad, and cookies.
Of course, we at KCL hope that Amazon might offer shoppers a chance to get special deals with the new Alexa AI during events like the Big Spring Sale, Amazon Prime Day, and Prime Big Deal Days. In the past, Amazon has offered special deals for those who use Alexa to shop, and we'll be watching for any and all promos.
Not a fan of the new Alexa? You can go back to the old version.
How? Just ask. Say, "Alexa (or whatever your wake word is), exit Alexa Plus." Or just use some variation of that. She'll ask you if you're sure. Tell her yes. And the old Alexa will return. Or open up your Alexa app and type into the text box, "I want to end Alexa Plus," then follow the prompts.
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