Amazon Prime’s annual fee of $139 has remained unchanged since 2022, offering members a comprehensive package of benefits including free two-day shipping, same-day delivery in some areas, and access to a variety of streaming services. With the recent announcement that Alexa+ Plus, Amazon’s upgraded AI assistant, will be included at no additional cost for Prime members, the value proposition has suddenly improved. The inclusion of Alexa+ Plus, which normally costs $19.99 as a standalone service, effectively reduces the relative cost of a Prime membership while significantly expanding its capabilities and benefits.
This latest addition comes at a time when consumers are carefully evaluating their subscription services and looking for maximum value. Amazon’s decision to bundle its advanced generative AI-powered assistant with Prime membership shows the company’s strategy to retain subscribers and compete in the increasingly crowded subscription market. While Amazon hasn’t explicitly stated how long Alexa+ will remain free for Prime members, the current offering makes the $139 annual fee more attractive than it has been since the last price increase.
Amazon has quietly reshaped the value of its $139/year Prime membership by bundling in Alexa+, a major leap forward for its voice assistant. This isn’t just a small upgrade — Alexa+ is Amazon’s new generative AI-powered assistant that understands context, delivers more human-like responses, and can handle more complex, multi-step tasks. It’s part of a larger shift toward embedding more natural and capable AI into everyday smart devices — and it’s now included with Prime at no extra cost.
For non-Prime members, Alexa+ is priced at $19.99 per month, putting its annual value just under $240 — nearly double the cost of a full year of Prime. That alone makes the Prime subscription far more attractive, especially for users who own Echo devices and rely on voice control in their daily routine. With Alexa+, Amazon is betting big on voice becoming the main interface between people and their digital lives, and Prime members are now first in line to benefit.
What exactly is Alexa+ and why does it matter? Alexa+ goes beyond weather updates and timers. It can now process open-ended questions, interpret nuance in conversation, and offer tailored responses based on individual preferences. It understands follow-up questions without needing context re-explained. You can ask it to plan meals for the week, make a restaurant reservation, reorder household staples, or even help with homework — all in a natural, conversational tone.
Amazon has trained Alexa+ using its own large language models (LLMs), positioning it as a true AI assistant — more like ChatGPT or Google Gemini, but with a voice and deep integration into the Amazon ecosystem. It’s also designed to blend voice with visual interaction, especially on devices like the Echo Show series, where it can pull up visual cards, calendars, and multimedia content to complement its voice responses.
The Alexa+ experience is launching gradually across the U.S., with early access being given to users with newer Echo devices like the Echo Show 8, Echo Show 10, and Echo Show 15. It will eventually be supported across a wider range of Echo speakers and displays, though some first-gen devices — like the original Echo and Echo Dot — won’t support the new features initially. That said, most Echo devices from the past several years should be eligible, making it accessible to a large existing user base.
This move isn’t happening in a vacuum. Amazon is clearly responding to the rapidly evolving landscape of consumer AI, where rivals like Google are integrating Gemini into Android and Apple is rumored to be working on a major Siri overhaul. By including Alexa+ with Prime, Amazon is doing more than boosting membership perks — it’s creating an incentive for people to stay within its ecosystem for smart home, shopping, and media.
The timing is strategic too. As consumers become more aware of generative AI and what it can do, expectations for voice assistants have shifted. Basic commands aren’t enough anymore. People want assistants that can hold conversations, manage real-world tasks, and feel like intelligent companions — and Alexa+ aims to deliver on that vision.
Even before Alexa+, Prime offered a lot: free two-day shipping, Prime Video, Amazon Music, Prime Reading, and early access to deals. Now, with Alexa+ thrown in, Amazon has added an entirely new pillar to the subscription’s value proposition — one that rivals standalone AI subscriptions from other tech giants. At $139 a year, it’s now not just about faster shipping and free shows. It’s about having a next-generation voice assistant that’s actually useful, smart, and constantly learning. That’s a compelling pitch in 2025, especially when most AI tools still cost upwards of $20/month on their own.
Alexa+ could end up being the gateway that finally gets AI into millions of homes in a way that sticks. Not through flashy apps or gimmicks, but through convenience, automation, and daily integration. And Amazon, by bundling it into Prime, is making sure its assistant is the one people are talking to most. As the rollout continues, Alexa+ might just turn Prime from a shipping membership into the most affordable entry point into the AI-powered future. That $139 is suddenly looking like one of tech’s biggest bargains.
Amazon Prime’s subscription cost has changed significantly since its launch in 2005. The service has seen several price adjustments over the years, reflecting both expanded benefits and economic pressures. Amazon’s decision to raise Prime membership fees from $119 to $139 annually in 2022 came after two years of unprecedented operational challenges. The company cited increased wages, transportation costs, and supply chain disruptions as key factors behind the price hike. Inflation played a significant role, with consumer prices rising at their fastest rate in decades.
During its earnings release, Amazon noted that shipping costs had nearly doubled since the previous price increase in 2018. The expansion of Prime benefits also justified the higher fees. Members now receive access to more streaming content, gaming perks, and delivery options than ever before, increasing the company’s operational expenses. For many subscribers, the $20 annual increase represented a 16.8% jump – outpacing the general inflation rate but reflecting the growing value of the service.
Prime launched at just $79 annually in 2005, focusing primarily on free two-day shipping. This price remained stable for nine years until Amazon implemented its first increase in 2014. The pricing timeline shows clear patterns: 2005-2013: $79 annually, 2014-2017: $99 annually (25% increase), 2018-2021: $119 annually (20% increase), and 2022-present: $139 annually (16.8% increase).
Monthly subscription options were introduced in 2016 at $10.99, now standing at $14.99. This payment method proves more expensive annually but offers flexibility for seasonal users. A Bloomberg report revealed that over half of Prime members effectively pay more than the advertised $139 rate. Many subscribers don’t realize they could save by switching from monthly to annual billing, potentially spending closer to $180 yearly.
Amazon Prime continues to offer free shipping on millions of items, Prime Video streaming, Prime Music, and Prime Reading. These core benefits remain unchanged with the addition of Alexa+ Plus. Members still enjoy exclusive deals and early access to Amazon sales events like Prime Day. The shopping benefits that made Prime popular haven’t been altered. Prime Gaming, Amazon Photos with unlimited storage, and Amazon Fresh delivery options in eligible areas are maintained alongside the new Alexa+ Plus features.
Subscribers can immediately access Alexa+ Plus features through any Alexa-enabled device registered to their Amazon account. The enhanced capabilities are automatically available after logging in. Users should update their Alexa app to the latest version to ensure full compatibility with all Alexa+ Plus features. Voice commands like “Alexa, what can I do with Alexa+ Plus?” will provide a helpful overview of new features available specifically to Prime members.
Amazon has confirmed that the added value of Alexa+ Plus will not lead to service reductions in other areas of the Prime membership. All previous features remain intact and fully functional. Members who don’t use Alexa devices can still enjoy all the traditional Prime benefits without disruption.
