Alexa+, Amazon’s New AI Assistant, Now Has Three Personalities

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In early February 2026, Amazon brought its new AI-powered assistant, Alexa+, to all Alexa-enabled devices, as seen in a Chris Hemsworth-fronted Super Bowl ad. Free with Prime Membership, the next generation of Amazon’s signature Alexa software, first launched in 2014, welcomes new agentic capabilities: grocery shopping, ride booking, reservation making and the like. It’s essentially a more personalized, conversational version of the voice-activated virtual assistant customers have come to know over the last decade-plus.

About three weeks into Alexa+’s U.S.-wide rollout, on Feb. 25, Amazon introduced three distinct personalities intended to mesh with each user’s preferred communication and response style. The three newly available tones — Brief, Chill and Sweet — range from direct and formal to casual and encouraging, and can be adjusted at any time.

While Alexa+ is included at no additional cost for Prime members, non-Prime members in the U.S. can take full advantage of the technology for $19.99 per month, and both members and non-members can sign up for Alexa+ now on Amazon.com. Amazon Prime also offers a free 30-day trial for those interested in testing out the subscription before committing.

As indicated, in addition to the Alexa app, Alexa+ has officially rolled out on all Alexa-enabled devices, including Echo, Fire TVs and Fire Tablets. Other Smart Home devices compatible with Alexa+ include lighting, security cameras, climate control, Wi-Fi and cleaning tech (i.e. voice-controlled robot vacuums). See Amazon’s Alexa+ Device Shop for the full lineup of products with Alexa+ capabilities.

Following a free 30-day trial, Amazon Prime plans cost $14.99 per month or $139 per year. Prime for Young Adults (eligible for 18 to 24 year olds) is $7.49 per month after the trial period.

On top of Alexa+, other Prime benefits include fast and free delivery, unlimited Prime Video streaming, Grubhub+, Amazon Music, Amazon Prime Fuel Savings and exclusive deals on products and groceries. Customers can sign up for a 30-day Prime free trial at Amazon.com.