Amazon rolled out Alexa+, its new AI-powered assistant with enhanced agentic capabilities, to all Alexa-enabled devices in early February 2026, available free to Prime members or for $19.99 monthly to non-members. On Feb. 25, Amazon introduced three distinct personality options — Brief, Chill and Sweet — allowing users to customize the assistant's communication style to their preference.
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Amazon rolled out Alexa+, its new AI-powered assistant with enhanced agentic capabilities, to all Alexa-enabled devices in early February 2026, available free to Prime members or for $19.99 monthly to non-members. On Feb. 25, Amazon introduced three distinct personality options — Brief, Chill and Sweet — allowing users to customize the assistant's communication style to their preference.