AceShowbiz - In early February 2026, Amazon released its latest AI assistant, Alexa+, to all devices supporting Alexa, highlighted by a Super Bowl commercial starring Chris Hemsworth. This upgraded version of the well-known Alexa software, initially introduced in 2014, offers enhanced agentic features such as grocery shopping, ride booking, and reservation making, making interactions more personalized and conversational than ever before.

About three weeks after its nationwide launch in the United States, on February 25, Amazon unveiled three unique personality options designed to adapt to users' preferred communication styles. These new tones—Brief, Chill, and Sweet—span from formal and direct to casual and supportive, allowing users to tailor their experience with Alexa+ at any time.

Alexa+ is available at no extra cost for Amazon Prime members. Non-Prime customers in the U.S. can access the full range of features for a monthly subscription fee of $19.99. Both groups can sign up for Alexa+ through Amazon's official website, which also offers a free 30-day trial for those wishing to test the service before subscribing.

The rollout of Alexa+ covers all Alexa-enabled devices, including Echo smart speakers, Fire TV units, and Fire Tablets. Additionally, various smart home products such as lighting systems, security cameras, climate control devices, Wi-Fi routers, and robotic vacuum cleaners compatible with Alexa+ can be managed via voice commands. Interested users can explore Amazon’s Alexa+ Device Shop to see the full range of compatible products.