In a move to strengthen its appeal to U.S. Prime members, Amazon has started offering complimentary access to its agentic AI assistant, Alexa+. This new advantage for Prime subscribers highlights Amazon’s growing focus on subscription services and its strategy to elevate its membership program as a major revenue pillar.
Alexa+ Now Included With Prime
As of Tuesday, Alexa+ is available without additional charges to all Prime subscribers. Those who are not Prime members have the option to subscribe to the complete Alexa+ feature set for $19.99 per month. Alternatively, non-Prime users can still try a restricted, text-only version of Alexa+ for free through the Alexa website or its official app.
Alexa+ has received an enthusiastic reception since launching earlier this year. The company disclosed that over 100,000 individuals accessed Alexa+ in its debut weeks, with adoption expanding to tens of millions during the early access period. This broader rollout aligns with a recent increase in Prime subscriptions, as noted in Amazon’s latest updates.
Driving Growth and User Engagement
While many companies leverage loyalty perks to increase sales and keep shoppers engaged, Amazon’s financial results suggest its enhanced membership offer is especially effective. During the July earnings presentation, senior vice president and CFO Brian Olsavsky revealed that Prime subscriptions saw double-digit year-over-year growth in the second quarter of 2026, describing Prime as “a key pillar of our business.”
Amazon also reported that exposure to Alexa+ has produced notable changes in customer behavior. Prime sign-ups occur at a rate nearly 25% higher among Alexa+ users versus those who have not engaged with the AI assistant. In the second quarter, Amazon’s subscription services—including Prime—generated $13.7 billion in revenue, representing a 12% rise over the same period last year.
Loyalty Program Competition Intensifies
This announcement from Amazon arrives as rivals strengthen their own membership offerings. Two weeks prior, Walmart enhanced its paid program by adding complimentary photo prints and eliminated money service fees for Walmart+ subscribers. The same second quarter of 2026 saw Walmart+ membership grow by double digits. CFO John David Rainey shared that Walmart achieved its highest-ever fiscal first-half membership increase, with participating members spending approximately four times more than those without a subscription.
Elsewhere in the sector, retailers continue to debut their own premium programs. July saw Dick’s Sporting Goods launch ScoreCard+, a membership that provides benefits like free shipping, exclusive offers, and a 20% in-store discount for a $99 yearly fee.
Premium Loyalty Expands Beyond Shipping
The momentum behind upgraded loyalty plans across retail signals a broader industry trend: rewards now go further than classic perks such as free shipping. Amazon’s decision to bundle Alexa+ with Prime reinforces how the company aims to keep innovating, boost engagement, and strengthen the perceived value of its subscription amid increasing competition.