Prime members receive automatic upgrade to Alexa+ without opt-in requirement. The upgrade completes in few minutes with no user action needed. A confirmation email is sent after device update request. The rollout began as limited in mid-2025, now expanding. It is supported by 97% of Amazon devices.
Prime members are automatically upgraded to Alexa+ with no opt-in required, supported by 97% of Amazon devices as the rollout expands nationwide.
Widespread complaints about compulsory upgrade on Reddit threads have surfaced. Users report broken functions and missing Kindle book reading. Slow response times are noted in user feedback. Excessive ads are integrated into Alexa+ responses.
Sudden voice changes and unsolicited responses trigger backlash. Users can revert by saying “Alexa, exit Alexa+” to smart devices. It is possible to switch back to original Alexa version. Reversion is available despite automatic enforcement. There is no opt-out before upgrade, only post-upgrade reversal. The process works on smart speakers and displays.
Alexa+ is free for Prime members as promised perk. It costs $19.99 or $20 per month for non-Prime users. The US Prime annual membership is around $140, monthly $15. Pricing outside US is unconfirmed. Potential future Prime subscription price hikes are speculated.
Alexa+ is powered by large language models for smarter responses. It is designed to compete with ChatGPT and Google Gemini. It offers more fluent conversations and expanded capabilities. It completes tasks on users’ behalf autonomously. It was recently launched on web browsers. Many users have expressed frustration that the update disrupts their existing smart home security setups that previously worked flawlessly with Alexa-compatible cameras.
The sense of non-consent bothers many users. Complaints about assistant having “attitude” are rising. There is a feeling of being monitored due to unsolicited responses. Default-on rollout erodes user goodwill. Blanket rollouts prioritize engagement over permission.
Amazon targets majority of 22.7% US population using Alexa. It expands ambient ad footprint to kitchens and living rooms. It speeds adoption for instant scale and monetization. It positions Alexa+ as future of Amazon AI. It increases value of Prime subscriptions long-term. Automatic upgrades ensure rapid deployment across the Alexa user base. This strategy mirrors Roku’s autoplay ads approach, leveraging default settings to maximize platform adoption and ad exposure.
