Amazon Alexa+: Free AI for Prime Members

On February 8, 2026, Amazon opened access to Alexa+ for all US users. Key move: Prime members get the advanced agent for free. This is a direct hit on competitors (OpenAI, Perplexity) charging $20 for subscriptions.

Alexa+ is positioned not as a chatbot, but as an "agentic AI" capable of solving real-world tasks. Massive Super Bowl advertising cemented the launch. Amazon is leveraging its ecosystem to make premium AI a commodity.

Source: Amazon