Amazon Prime members in the United States have a new assistant waiting for them, and it no longer carries a separate price tag. Beginning September 1, Alexa+ became part of every U.S. Prime membership. Amazon announced the change as it completes the Alexa+ rollout across the country, while other major retailers, including Walmart and Dick’s Sporting Goods, also emphasize their own paid memberships.
A Smarter Alexa Built on Generative AI
Alexa+ is an upgraded version of the traditional Alexa voice assistant, according to Amazon. It uses generative AI to handle more conversational requests and can complete more complicated tasks than the original model could. Prime members across the United States now have unlimited access to this next-generation assistant, which Retail Dive describes as agentic AI, and they pay nothing beyond their existing membership.
Everyday Tasks Alexa+ Can Take On
Alexa+ can help users research a variety of topics, plan their days, manage their calendars, and create reminders. Users can also ask it to take on responsibilities such as ordering takeout or scheduling services for them, among other tasks. Those examples sit alongside the more conversational requests Amazon says the assistant handles, covering daily planning, food orders, and service scheduling.
Where Members Can Use It
Amazon says Prime members can access Alexa+ across Alexa-enabled devices, the Alexa app, and Alexa.com. People without Prime have options as well, according to Retail Dive. Non-Prime customers can get the full version of Alexa+ for $19.99 per month. They can also try a free text-based Alexa+ chat at Alexa.com or in the Alexa app, though the free version is limited based on how much it is used.
Millions Tried It Before the Prime Perk
Alexa+ drew a strong customer response before Amazon made it a Prime benefit, according to Retail Dive. The AI assistant reached more than 100,000 people in the weeks following its initial launch earlier this year, and the company said “tens of millions” joined over the course of the early access period. Amazon announced the Prime perk as it completes the rollout of Alexa+ in the United States.
Prime Membership Keeps Growing
Prime membership grew in the double digits year over year during the second quarter of 2026, Amazon senior vice president and CFO Brian Olsavsky said during a July earnings call, as reported by Retail Dive. Speaking about the program’s place in the business, Olsavsky said, “Prime remains a key pillar of our business.” The new Alexa+ perk arrives against that backdrop.
Alexa+ Shoppers Sign Up for Prime More Often
Alexa+ played a part in that growth. According to an Amazon earnings release, shoppers who have tried Alexa+ sign up for a Prime membership at a roughly 25 percent higher rate. Revenue from subscription services, including Prime, rose 12 percent year over year to $13.7 billion. Retail Dive noted that Amazon and other major retailers are emphasizing memberships as sales drivers that go beyond free shipping.
Walmart Adds Perks to Walmart+
Just over two weeks before Amazon’s announcement, Walmart added more benefits to its paid loyalty program, according to Retail Dive. Walmart+ members now receive 25 free 4×6 photo prints every month, and they can also have the fee waived for an in-store money service transaction. Retail Dive also reported that Walmart saw double-digit Walmart+ membership growth during the second quarter of 2026, a highlight in an otherwise muted quarter.
Why Walmart Values Its Members
Walmart executive vice president and CFO John David Rainey said on an earnings call that the second quarter’s growth contributed to the best fiscal first-half membership growth in the paid loyalty program’s history, according to Retail Dive. The report added that the positive impact goes beyond growing membership fee income. On the call, Rainey said, “Our members spend approximately four times more than nonmembers.”
Other Retailers Join the Membership Race
Amazon and Walmart are not alone. In July, Dick’s Sporting Goods launched ScoreCard+, a paid loyalty program, Retail Dive reported. It offers free shipping, access to exclusive promotions, a 20 percent discount on in-store services and experiences, and other benefits for a $99 annual fee. With Alexa+ now included for Prime members, all three retailers have rolled out new membership offerings since July.
