Alexa, take two Amazons subscription-based Alexa+ looks highly capableand questionable Alexa+ will be free for Prime members, $20/month for everyone else. Scharon Harding Feb 26, 2025 5:10 pm | 9 Panos Panay, SVP of devices and services at Amazon, during an unveiling event in New York, NY on Wednesday, Feb. 26, 2025. Credit: Michael Nagle/Bloomberg via Getty Images Panos Panay, SVP of devices and services at Amazon, during an unveiling event in New York, NY on Wednesday, Feb. 26, 2025. Credit: Michael Nagle/Bloomberg via Getty Images Story textSizeSmallStandardLargeWidth *StandardWideLinksStandardOrange* Subscribers only Learn moreNEW YORKAfter teasing it in September 2023 and reportedly suffering delays, Amazon today announced that its more capable and conversational version of Alexa will start rolling out to US Prime members for free in the next few weeks.Those who aren't Prime subscribers will be able to get Alexa+ for $20 a month. Amazon didn't provide a specific release date but said availability would start with the Echo Show 8, 10, 15, and 21 smart displays.Amazon is hoping Alexa+ will be a lifeline for its fledgling voice assistant business that has failed to turn a profit. Alexa has reportedly cost Amazon tens of billions of dollars over the years. Although Alexa is on 600 million devices, per remarks CEO Andy Jassy made at a press conference on Wednesday, it's primarily used for simple tasks that don't generate much money, like checking the weather. Exacerbating the problem, generative AI chatbots are a new, shinier approach to AI assistants that have quickly outperformed what people could do with todays Alexa.By using the large language models (LLMs) available under the Amazon Bedrock service and technology from Anthropic, as well as Amazon Web Services, Amazon has re-architected Alexa to, per demos Ars saw today, be significantly more useful. From its demonstrated speech and ability to respond to casual language (that doesnt include saying the Alexa prompt repeatedly), to its ability to perform actions, like book dinner reservations or put appointments in your digital calendar, Alexa+ looks way more capable than the original Alexa.Alexa+ in actionFor example, Amazon representatives showed Alexa+ learning what a family member likes to eat and later recalling that information to recommend appropriate recipes. In another demo, Alexa+ appeared to set a price monitor for ticket availability on Ticketmaster. Alexa+ told the user it would notify them of price drops via their Echo or Alexa.I also saw Alexa+ identify, per the issued prompt, that song Bradley Cooper sings. Its, like, in a duet and stream it off of Amazon Music via Echo devices placed around the room. The user was able to toggle audio playing from Echo devices on the left or right side of the room. He then had Alexa+ quickly play the scene from the movie A Star Is Born (that the song is from) on a Fire TV.Notably, Alexa+ understood directions delivered in casual speak (for example: can you just jump to the scene in the movie?). During the demos, the Echo Show in use showed a transcription of the user and voice assistant's conversation on-screen. At times, I saw the transcription fix mistakes. For example, when a speaker said Im in New York, Alexa first heard Im imminent, but by the time the speaker was done talking, the transcribed prompt was corrected.I even saw Alexa+ use some logic. In one demo, a user requested tickets for Seattle Storm games in Seattle in March. Since there were none, Alexa+ asked if the user wanted to look for games in April. This showed Alexa+ anticipating a users potential response, while increasing the chances that Amazon would be compensated for helping to drive a future ticket sale.Unlike with today's Alexa, Alexa+ is supposed to be able to interpret shared documents. An Amazon rep appeared to show Alexa+ reading a homeowner's association contract to determine if the user is allowed to install solar panels on their home. Although, as some have learned recently, there are inherent risks with relying on AI to provide totally accurate information about contracts, legal information, or, really anything. Alexa+ also aims to make navigating smart homes easier. For example, on stage, Panos Panay, Amazons SVP of devices and services, asked Alexa+ if anyone took his dog out or brought a package to his house in the last couple of days. The AI was able to sift through Ring camera footage and relay the information (supposedly accurately) within seconds.Subscription Alexa has a new, friendlier tone, which I'd hope you can scale back for getting more direct, succinct information (I dont need a voice assistant telling me I have a "great idea!"). But ultimately, Alexa's agenda remains the same: get information about you and be a part of your purchasing process.A vast web of partnershipsMaking Alexa+ wasn't "as easy as taking an LLM and jacking it into the original Alexa," Daniel Rausch, VP of Amazon Alexa and Fire TV, said today.Alexa+ relies on a pile of partnerships to provide users with real-time information and the ability to complete tasks, like schedule someone from Thumbtack to come to the house to fix the sink. Some of Alexa+'s partners on display at Amazon's Alexa+ press conference. Credit: Scharon Harding At launch, Alexa+ will work with "tens of thousands of other devices and services from our partners," said Rausch. He explained:Experts are groups of systems, capabilities, APIs, and instructions that accomplish specific tasks. So they bring together all the technology it takes to deliver on a customer's particular request. And building any single expert is actually super complicated. And having LLMs orchestrate across hundreds of them is definitely something thats never been done.Amazon trained Alexa+ to use partner APIs so that Alexa+ can work with and accomplish tasks with third-party services. Many of Amazon's partners don't have a full set of external APIs, though. In these cases, Alexa+ gathers information through what Amazon called "agentic capabilities," which is basically like having Alexa+ navigate the web on its own. Amazon also sees Alexa+ performing actions with third parties by having its LLM work with third-party LLMs. Developers can request previews of Alexa+'s three new SDKs as of today.Interestingly, Amazon's partners include over 200 publications, like Reuters, Forbes, Elle, and Ars Technica parent company Cond Nast. Based on Amazon's announcement and the need for Alexa+ to provide real-time information to maximize usefulness, it's likely that Amazon is relying on content licensing deals with these publishers and pulling in information via APIs and other tools. Training AI models on hundreds of publications would be expensive and time-consuming and would require frequent re-training. Amazon hasn't confirmed training deals with these publications.Commerce complicationsAlexa+ looks like it could potentially use AI in ways that most people haven't experienced before. However, there are obvious limitations.To start, it seems that users need to be working with one of Amazon's partners for the best experience. For example, Alexa+ can book a reservation for you at a restaurantbut not if that restaurant isn't on OpenTable. In such cases, Alexa+ could, an Amazon representative said, provide you with the restaurant's phone number, which it will have taken from the web. But I wonder if Alexa+ will prioritize Amazon partners when it comes to showing results and providing information.Also, Amazon must still convince people that Alexa+ is a better way to buy and schedule things than your computer, phone, or even your (non-Fire) smart TV. Compared to the other types of gadgets vying to be the intermediary in our buying process, Alexa+ has serious disadvantages.For one, most Alexa users access the AI from a speaker. However, the voice assistant's advanced features look much easier to navigate and leverage fully with a screen, namely an Echo Show or Fire TV. I'd happily bet that there are many more people who want a laptop or phone than who want an Echo Show or Amazon TV. Other gadgets can also make it easier to dive deeper into tasks by enabling things like comparing products across competitors, understanding reviews, or marking critical parts of important documents.Amazon is using a clever approach to dealing with fatigue with subscriptions and, more specifically, subscription spending. By including Alexa+ with Prime, Prime members may feel like theyre getting something extra for free, rather than suddenly paying for Alexa. For some who arent subscribed to Prime, Alexa+ could be the extra nudge needed to get them to pay for Prime. For most non-Prime members, though, the idea of paying $20 per month for Alexa is laughable, especially if you only use Alexa through an Echo.And those with access to Alexa through a screen will still be challenged to change how they do thingscriticallychoosing to not rely on a technology and company with a checkered past around protecting customer privacy, including when it comes to Alexa and Amazon smart cameras.If Alexa+ works like the demos I saw today (which, of course, isn't a guarantee), Amazon will have succeeded in making AI gadgets that outperform expectations. Then, one of the biggest questions remaining will be: Who is willing to pay to have Amazon manage their schedules, smart homes, and purchases?Scharon HardingSenior Technology ReporterScharon HardingSenior Technology Reporter Scharon is a Senior Technology Reporter at Ars Technica writing news, reviews, and analysis on consumer gadgets and services. She's been reporting on technology for over 10 years, with bylines at Toms Hardware, Channelnomics, and CRN UK. 9 Comments