Amazon has launched Alexa+, an AI-enhanced version of its assistant that brings natural conversation, improved personalization, and multimodal capabilities—but it’s not free for everyone. While Prime members get Alexa+ at no extra charge, non-Prime users must pay $19.99 per month. The assistant leverages multiple AI models, making it more responsive and intuitive. With early access rolling out soon, Amazon is betting big on AI-powered smart home control.