To start, it seems that users need to be working with one of Amazon’s partners for the best experience. For example, Alexa+ can book a reservation for you at a restaurant—but not if that restaurant isn’t on OpenTable. In such cases, Alexa+ could, an Amazon representative said, provide you with the restaurant’s phone number, which it will have taken from the web. But I wonder if Alexa+ will prioritize Amazon partners when it comes to showing results and providing information.

Also, Amazon must still convince people that Alexa+ is a better way to buy and schedule things than your computer, phone, or even your (non-Fire) smart TV. Compared to the other types of gadgets vying to be the intermediary in our buying process, Alexa+ has serious disadvantages.

For one, most Alexa users access the AI from a speaker. However, the voice assistant’s advanced features look much easier to navigate and leverage fully with a screen, namely an Echo Show or Fire TV. I’d happily bet that there are many more people who want a laptop or phone than who want an Echo Show or Amazon TV. Other gadgets can also make it easier to dive deeper into tasks by enabling things like comparing products across competitors, understanding reviews, or marking critical parts of important documents.

Amazon is using a clever approach to dealing with fatigue with subscriptions and, more specifically, subscription spending. By including Alexa+ with Prime, Prime members may feel like they’re getting something extra for free, rather than suddenly paying for Alexa. For some who aren’t subscribed to Prime, Alexa+ could be the extra nudge needed to get them to pay for Prime. For most non-Prime members, though, the idea of paying $20 per month for Alexa is laughable, especially if you only use Alexa through an Echo.

And those with access to Alexa through a screen will still be challenged to change how they do things—critically—choosing to not rely on a technology and company with a checkered past around protecting customer privacy, including when it comes to Alexa and Amazon smart cameras.

If Alexa+ works like the demos I saw today (which, of course, isn’t a guarantee), Amazon will have succeeded in making AI gadgets that outperform expectations. Then, one of the biggest questions remaining will be: Who is willing to pay to have Amazon manage their schedules, smart homes, and purchases?

https://arstechnica.com/gadgets/2025/02/amazons-subscription-based-alexa-looks-highly-capable-and-questionable/