Amazon is shaking up its smart assistant lineup this January by rolling out automatic upgrades to Alexa Plus for millions of U.S. Prime members, whether they want it or not. The new, AI-powered Alexa+—first unveiled in early 2025—promises smarter, more natural conversations, personalized music DJing, and deeper integration with Amazon’s ecosystem. But the forced nature of this upgrade is ruffling plenty of feathers among users.
The transition started quietly, with some Prime members noticing a message on their Echo devices: “As a Prime member, you get Alexa+ for free, and we will update the devices registered to this account to the new, conversational, and more delightful Alexa experience.” There’s no opt-in, no warning, and—according to screenshots and widespread Reddit threads—no way to prevent the upgrade on your device. The only workaround: after the switch, you can revert by saying, “Alexa, exit Alexa Plus.”
What’s New with Alexa Plus?
Alexa Plus leverages Amazon’s latest generative AI (think: large language models) to deliver longer, context-aware chats, remember your preferences, and handle more complex tasks. It’s rolling out far beyond smart speakers, too—the assistant now appears in browsers, on Fire TVs, wearables, and even in the car, as Amazon showed off at CES 2026. There’s even a web version with a chatbot-style layout for typing, lists, calendars, and shopping.
For Prime members, this upgrade is free, but non-Prime users must pay a monthly fee for Alexa Plus. The assistant’s new AI features also include an AI DJ and playlist curator for Amazon Music, aiming to compete with rivals like ChatGPT and Google Gemini.
User Backlash and Workarounds
Despite the technological leap, many users are frustrated by the lack of choice. “This change should be an opt-in, but apparently Amazon isn’t getting the take up they want so now they will force it on all devices and see who opts out,” wrote one user on Reddit. Others are sharing hacks—like switching the device’s language to Canadian English—to avoid the upgrade. Some users report issues like slower response times, voice changes, and more ads.
Amazon’s move seems designed to boost Alexa Plus adoption by making it a default Prime perk, but it’s also sparking a debate about user consent in the era of AI. As Alexa Plus expands across devices and platforms, it remains to be seen whether the smart assistant’s new tricks will win over those who feel blindsided by the upgrade.
