Amazon recently introduced Alexa+, an advanced AI assistant, globally to all Alexa-compatible devices in early February 2026. This new iteration, initially promoted through a Super Bowl commercial featuring Chris Hemsworth, significantly enhances the user experience with more sophisticated, conversational interactions. Beyond its previous capabilities, Alexa+ now supports a wider range of agentic tasks such as ordering groceries, arranging transportation, and making reservations, marking a notable evolution in voice-activated virtual assistants.
Just three weeks following its broad release across the United States, on February 25th, Amazon further refined Alexa+'s functionality by integrating three distinct personality options: Brief, Chill, and Sweet. These new communication styles are designed to cater to diverse user preferences, offering responses that can be direct and formal, relaxed and informal, or gentle and encouraging. Users have the flexibility to switch between these personalities at any time, allowing for a truly customized interactive experience that adapts to their communication style.
Access to Alexa+ is complimentary for Amazon Prime subscribers. For individuals without a Prime membership, the full suite of Alexa+ features can be accessed for a monthly fee of $19.99. Both Prime and non-Prime customers can subscribe to Alexa+ directly through Amazon.com. Additionally, Amazon offers a 30-day free trial for its Prime membership, enabling potential users to explore the benefits of Alexa+ alongside other Prime services before committing to a subscription.
Alexa+ is seamlessly integrated across all existing Alexa-enabled devices, including the Echo series, Fire TVs, and Fire Tablets. Its compatibility extends to various smart home technologies such as lighting systems, security cameras, climate control units, Wi-Fi networks, and even robotic cleaning devices that respond to voice commands. A comprehensive list of all products compatible with Alexa+ is available on Amazon's dedicated Alexa+ Device Shop page, ensuring users can maximize their smart home experience with the enhanced AI assistant.
Beyond the innovative features of Alexa+, an Amazon Prime membership offers numerous advantages, including expedited and free shipping on eligible items, unrestricted access to Prime Video's extensive library, and exclusive access to Amazon Music and special discounts on products and groceries. Prime members also benefit from Grubhub+ and Amazon Prime Fuel Savings. New customers can commence a 30-day complimentary trial of Prime by visiting Amazon.com, allowing them to fully appreciate the combined value of Alexa+ and the broader Prime ecosystem.
This upgrade transforms Alexa from a basic voice assistant into a more adaptable and intelligent personal assistant, capable of understanding and responding with nuanced communication styles. The introduction of multiple personalities represents a significant step towards creating a more human-like and personalized AI interaction, making daily tasks more efficient and engaging for users.