April 16, 2026, 12:23 pm | Read time: 3 minutes
Amazon has been working on the improved Alexa for years. It went into testing in the U.S. last year, and selected Amazon customers in Germany have been able to try the AI-supported voice assistant for some time. The official launch of Alexa+ in Germany is imminent, but one detail is causing a stir: the price.
Amazon has been testing Alexa+ in Germany since late 2025, initially in a closed test phase for Prime members. The new version is included in the subscription at no extra cost. However, access could be significantly more expensive for users without a Prime membership.
High Price for Non-Prime Customers
In Italy, where an early access phase has started, Amazon charges 22.99 euros per month for Alexa+ after the test phase. This price serves as a benchmark for other European markets, including Germany. The U.S. price of $19.99 per month already hinted that Alexa+ could be expensive. Nevertheless, the monthly fee Amazon demands in Europe for the AI voice assistant is surprising.
With the price set, Amazon clearly positions Alexa+ as a premium service. However, it remains questionable whether the offer appears economically attractive to users without a Prime membership. The model seems more aimed at attracting additional customers to the Prime subscription, which costs 8.99 euros per month or 89.90 euros per year.
Another question arises in this context: Will Alexa+ remain fully included in the Prime subscription permanently? In the past, many providers have followed a certain approach: New services and features were often free or quite affordable at first. Once users got accustomed to them, the price increased or access was restricted, either through ads or by moving features to the premium segment. While it’s not yet foreseeable if Amazon will take this approach with Alexa+ in the Prime subscription, it seems quite likely.
Amazon Charges $2.99 for Personal Photos on Echo Show
Amazon Introduces Alexa+! What Users Are Paying For
New Features Through AI Technology
But what exactly are you paying for with Alexa+? The revamped voice assistant is based on generative artificial intelligence and enables much more natural conversations than previous versions, without users having to constantly repeat the activation word “Alexa.” The assistant can understand complex contexts and perform multi-step tasks, such as creating recipes based on available ingredients or controlling smart home devices.
Additionally, Alexa+ learns individual preferences over time, such as music, books, or eating habits. Different needs within a household are also taken into account. Usage is possible across devices, such as Echo devices, smart TVs, or smartphones.
Amazon emphasizes data protection and privacy. Users can view and manage their interactions through a special dashboard. Nonetheless, previous privacy issues should be noted, which is why cautious handling is recommended.
Also interesting: Now even more ads! Amazon Alexa is getting worse
More Prime Subscribers and New Revenue
With Alexa+, Amazon seems to be pursuing a clear strategy: The service is less about convincing as a standalone product and more about enhancing the value of the Prime subscription. At the same time, the company sees potential for additional revenue through advertising and improved shopping experiences.
According to CEO Andy Jassy, many customers already actively use Alexa for shopping. The new version is expected to further intensify this usage. Conversations instead of individual voice commands are considered an important approach to increase sales and promote new products.
The official market launch of Alexa+ is expected later this year. A new generation of Echo devices, which Amazon has already announced, is seen as a possible trigger.