Amazon may auto-upgrade Prime users to Alexa+ as it expands beyond speakers

Amazon is rolling out Alexa+ more widely, adding browser access, deeper Fire TV integration and auto-upgrades for some Prime users

Amazon has been steadily expanding access to Alexa+, the generative-AI version of its digital assistant, with new features rolling out across devices, the web, and Prime accounts. Over the past few weeks, some Prime users have been reportedly upgraded to Alexa+, while Amazon has also used the Consumer Electronics Show (CES) 2026 to show how the assistant is moving beyond smart speakers into browsers, TVs, wearables, and even cars.

What is Alexa+

Amazon introduced its next-generation digital assistant, Alexa+, in February last year. Alexa+ marks the biggest change to Alexa since its launch in 2014.

 

With generative AI, Alexa+ supports more natural, free-flowing conversations. It can understand context better and improve over time by learning user preferences. It also has agentic features, meaning it can complete tasks on behalf of users. Amazon has said Alexa+ can work with third-party platforms and help with online shopping, travel bookings and other tasks.

 

Users can upload files such as study material or recipes, and Alexa+ can pull out key information, create summaries or add events to calendars. Emails can also be forwarded to Alexa+, which then extracts important details to answer related questions.

Amazon Alexa+: What’s new

Automatic upgrades for some Prime users

According to The Verge, users on Reddit and other forums have reported that their devices were automatically upgraded to Alexa+ as part of their Prime membership. The update does not appear to be opt-in.

 

Screenshots shared by users show a message from Amazon saying they can switch back by saying, “Alexa, exit Alexa Plus.”

Alexa+ is now available on the web

At CES 2026, Amazon confirmed that Alexa+ is no longer limited to Echo devices and phones. Early-access users can now use Alexa+ through a browser at Alexa.com.

 

  The web version uses a chatbot-style layout with a sidebar for recent chats, smart home controls, calendars, lists and shopping. Users can type instead of speaking, which makes Alexa usable on laptops and desktops.

 

Tasks that Alexa+ can handle on the web include:

• Managing to-do lists and reminders
• Controlling smart home devices
• Planning trips and meals
• Making reservations
• Continuing conversations started on another device

Amazon said Alexa+ keeps context across sessions, so a task started on a browser can be resumed later on a phone or Echo.

Deeper Alexa+ integration in Fire TV

Amazon also refreshed Fire TV OS at CES 2026, with Alexa+ built into the interface. The company says the new version is designed for faster navigation as more users rely on voice search. 

  With Alexa+ on Fire TV, users can:

• Search for shows using natural language
• Jump to specific scenes
• Check sports scores
• Add titles to watchlists
• Control smart home devices
• Browse photos and content

The update will roll out as a free software update for supported Fire TV devices.

Expansion beyond home

At CES, the company showed:

• Alexa+ working in cars through partners like BMW
• Integrations with wearables like the Bee wristband, which records conversations and creates summaries and reminders
• Continued development of Echo Frames smart glasses

CNN reported that features from Bee, such as auto-generated to-do lists from conversations, are expected to connect more closely with Alexa+ in the future.