Gadronics Amazon has finally opened Alexa+ to all US users, offering a free web-based version alongside full access bundled with Prime or at $19.99 per month, marking the end of its year-long early access programme.
The company claims the upgrade is “smarter, more conversational, and more personalised,” promising capabilities that range from meal planning and homework help to travel itineraries, while still handling the basics like music playback and smart home control.
The upgrade is pitched as “smarter, more conversational, and more personalised,” with Amazon promising that Alexa+ can handle complex tasks like meal planning, homework help, and travel itineraries.
It also retains the basics, from playing music to controlling smart home gadgets, while adding context awareness and early agentic capabilities such as ordering food or booking rides.
However, despite Amazon’s enthusiasm, user feedback has been far less glowing.
Reports suggest that many customers are being nudged into Alexa+ automatically, with some Prime members receiving emails stating 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+ sometimes struggles with multi-step requests, and reviews highlight frustration with the lack of transparency around data handling.
The timing of the rollout is significant, as Amazon is positioning Alexa+ against Google’s Gemini, which replaced Google Assistant last year. Gemini itself has faced criticism for uneven performance, particularly in smart home contexts, meaning both tech giants are grappling with the challenge of making generative AI assistants reliable in everyday use.
For now, Alexa+ remains US-only, with no confirmed timeline for a global rollout. UK users will need to wait, though the competitive landscape suggests Amazon will eventually bring Alexa+ across the Atlantic to counter Google’s Gemini and Apple’s Siri upgrades.
Amazon insists that tens of millions of users have already switched to Alexa+, and usage is reportedly double that of the old Alexa. Yet the growing chorus of complaints shows that scale does not guarantee satisfaction. The company’s gamble is indeed showing. Whether customers agree remains to be seen.
