Amazon has finally launched Alexa+, a generative upgrade to its voice assistant that aims to compete with AI platforms like Gemini and OpenAI. After months of anticipation since late 2023, this update is finally available, although it’s worth noting that not all the promised features will be released immediately. Similar to Apple’s delayed launch of its AI platform, Apple Intelligence, many of Alexa+’s most exciting capabilities are still in development.

Apple’s platform has faced its own setbacks, with many features not expected to roll out until as late as 2026. Although iOS 18.4 recently brought some new updates, the major enhancements remain in limbo. Likewise, while Alexa has been a staple in the Amazon ecosystem for quite some time, the competitive surge in generative AI has made it appear outdated.

Alexa+ is Amazon’s move to modernize and align itself with current technological trends. Currently, Alexa+ is only available to a select group of users via an early access program. Those lucky enough to participate will start experiencing some of its new features, which Amazon showcased in a brief trailer.

These include suggestions for vacation destinations, reviewing home camera footage, providing fashion advice, managing schedules, assisting in home repairs, and even generating bedtime stories for kids. While these features are exciting, it is important to remain realistic. Not all functions promised during the original launch event are available just yet.

Thus far, users can summon an Uber, identify objects, and write emails, but this list is expected to grow over time. As for pricing, the early access program is currently free, but when Alexa+ becomes widely available, there will be a subscription fee of $19.99 per month, included for Prime members. With the gradual rollout of new features, many users are hopeful that it will be worth the wait.