Amazon has officially launched a new version of its smart assistant Alexa, named Alexa Plus. This updated version expands on functionality by enabling users to search for concert tickets or book an Uber to take others to the airport. Additionally, the enhanced assistant allows for more natural conversations with users. However, Amazon will charge for these new features, marking the first time the company has done so.

According to reports, eligible Echo Show device users in the U.S. will be able to try Alexa Plus for free by the end of March 2025. Once access is granted, users will be notified via email and device alerts, but they must opt-in to activate it.

After the trial period, Alexa Plus will cost $19.99 per month. However, Prime members can access it at no additional cost. Considering that Prime membership costs $14.99 per month or $139 annually, subscribing to Alexa Plus separately may not seem appealing. Many of Alexa Plus's new features, such as jumping to a specific song in a movie, require services like Amazon Music and Amazon Prime Video. Therefore, a Prime membership is almost essential to fully utilize Alexa Plus.

No new hardware was announced during this Amazon event, but the company confirmed that Alexa Plus will be compatible with "almost all" Alexa devices released to date, including the Alexa mobile app, Fire TV, and tablets. During the initial trial phase, priority support will be given to Echo Show 8, 10, 15, and 21 models with touch screens. Older Echo devices, such as the Echo Tap and the first-generation Echo, Echo Dot, Echo Plus, Echo Spot, and Echo Show, will not support Alexa Plus. Furthermore, Amazon’s Astro robot will only work with the original version of Alexa.