Understanding Alexa+: What Just Happened to Your Device?
If you woke up one morning in early 2025 and your Alexa sounded different, you weren't imagining things. Amazon's been quietly rolling out Alexa+ to everyone with a Prime membership, whether they asked for it or not. The new assistant has a different voice (often described as "sassy" or "upbeat teenage girl"), it's more conversational, and it works more like Chat GPT than the command-based Alexa you've known for years.
Here's the frustrating part: you didn't opt in. Amazon sent out notifications via email, the Alexa app, and on-device messages, but many users simply didn't catch them. One morning, your Echo Dot or Echo Show just... changed. The voice was different. The interface looked different on displays. The experience itself felt alien in your own home.
This wasn't a glitch. It was intentional. Amazon announced at CES 2025 that the Alexa+ Early Access program (which had been running since spring 2024) was expanding to all Prime members globally. Since there are over 200 million Prime members worldwide, that's a massive overnight shift affecting potentially hundreds of millions of devices.
The good news? You can switch back. The confusing part? Amazon didn't make it super obvious how, and the process involves some steps that aren't immediately intuitive if you're used to the old Alexa experience.
Let's walk through what happened, why Amazon did this, what Alexa+ actually does differently, and most importantly, how to get your old assistant back if the new one's driving you crazy.
TL; DR
- Alexa+ is now automatic for all Prime members: Amazon pushed it out globally in early 2025 without requiring opt-in, affecting hundreds of millions of devices
- You can revert with a voice command: Just say "Alexa, exit Alexa Plus" to switch back to the original assistant immediately
- The new voice is polarizing: The default "Feminine 1" voice sounds more conversational and youthful, which some love and others find annoying
- Alexa+ is free for Prime members but costs $20/month after launch: If you're not a Prime member, you'll eventually pay for the privilege, but right now it's free during the early access phase
- Display devices show different interfaces: Echo Show and Echo Spot users see a Chat GPT-like text chat interface, while audio-only devices mainly notice the voice change
Voice feedback is the most severe complaint about Alexa+, with users finding it either charming or unbearable. Estimated data based on user sentiment.
Why Amazon Did This (And Why It Matters)
Amazon's in a tricky position right now. Open AI's Chat GPT launched in late 2022 and absolutely dominated the AI conversation space. By 2024, it had over 100 million users and was basically the default AI assistant people thought of when they heard "generative AI."
Alexa, meanwhile, has been around since 2014, but it's still fundamentally a command-based assistant. You tell it to do things: "Alexa, play music." "Alexa, what's the weather?" "Alexa, turn off the lights." It's practical, but it's not conversational in the way that Chat GPT is.
Amazon realized they were losing the AI arms race. Users who wanted a true conversational AI were going to Chat GPT on their phones or computers, not talking to their Echo devices. So they built Alexa+ to be more like Chat GPT: more natural conversation, better context understanding, able to handle complex multi-part requests, and capable of having actual discussions rather than just executing commands.
The push to make it universal for Prime members? That's strategic. Prime membership is a stickiness mechanism for Amazon. They want to make Prime membership more valuable by bundling in premium AI features. If you get Alexa+ as a Prime benefit, you're more likely to keep that
The frustrating part for users is that Amazon chose a push strategy rather than a pull strategy. They didn't make Alexa+ something you had to go find and opt into. They just... switched everyone. This is how big tech companies maximize adoption numbers, but it's also how they tick off users who liked things the way they were.
Alexa+ pricing is competitive with other AI assistants, offering a similar monthly cost of $20 for non-Prime members. Estimated data for comparative purposes.
What Actually Changed With Alexa+
Before you decide whether to switch back, you should understand what Alexa+ actually brings to the table. It's not just a voice change, though that's the most obvious difference.
The Voice Change
The most jarring difference is the default voice. Amazon calls it "Feminine 1" and describes it as "upbeat," but most users describe it as sounding like a "sassy teenager." If you've used Alexa for years, the familiar voice you've grown accustomed to is gone. The new voice has a different cadence, different inflection, and honestly, it does sound more energetic and conversational.
The old Alexa voice (now called "Feminine 2" if you switch back) was flatter, more neutral, more robotic in a way that felt appropriate for a smart home device. The new voice is almost sarcastic in its delivery. When you ask it something, it doesn't just answer—it answers like a person who's actually engaged in the conversation.
Some people love this. It feels more natural, more like talking to a real person. Other people find it annoying, especially if they're in a bad mood and their device's tone feels condescending. Your mileage will vary heavily based on personal preference.
Amazon does give you options: there are four feminine voices and four masculine voices available. You can switch between them by saying "Alexa, change your voice to [voice name]." Or you can revert to the original voice while staying in Alexa+ by saying "Alexa, switch to your old voice" (which puts you on Feminine 2).
The Conversational Improvements
Beyond the voice, Alexa+ is genuinely better at understanding complex requests. The original Alexa sometimes struggled with multi-part questions or requests that required context from previous interactions. Alexa+ handles those much more naturally.
For example, with old Alexa: "I need to call mom in 20 minutes, but first remind me to grab my keys." You'd get a weird response because Alexa couldn't parse the multi-part request effectively. With Alexa+, it understands you want two things: a reminder now, and a call later. It's not perfect, but it's noticeably better.
The assistant also maintains better context across multiple exchanges. If you ask "What's the weather in Denver?", then follow up with "Will I need an umbrella?", Alexa+ understands you're still asking about Denver. The original Alexa sometimes needed you to repeat the location.
Display Device Changes
If you have an Echo Show or Echo Spot, the upgrade is even more visually noticeable. Alexa+ on display devices shows a Chat GPT-style interface where you can see the conversation history as text on the screen. This is actually pretty useful because it lets you read the response while the device is speaking, and you can see everything that was said in the conversation.
With the original Alexa on displays, you mostly saw either the Amazon home screen, the answer to your question (like weather or shopping results), or a sliding notification. Text conversations weren't really a thing. Now they are, and it changes how you interact with the device significantly.
The catch: both versions of Alexa show ads. But Alexa+ is more aggressive about it. The original Alexa keeps ads mostly to a rotating slideshow when the device is idle. Alexa+ will show you ads while you're actively using it, which feels more intrusive.
What Stays The Same
Despite all the changes, the core smart home functionality hasn't changed much. You can still control your lights, lock your doors, play music, and manage your smart home devices the same way. The integration with Amazon's ecosystem (shopping, Prime Video, Kindle, etc.) works the same. Your routines still work the same way.
So if you're worried that upgrading to Alexa+ breaks everything, it doesn't. It's more of a interface and AI conversation upgrade than a fundamental system change.
How to Switch Back to Original Alexa (The Easy Way)
Okay, if you've decided Alexa+ isn't for you, here's how to get your old assistant back. The good news: it's incredibly easy. The bad news: the process isn't obvious, and Amazon doesn't advertise it well.
The Voice Command Method (Fastest)
The simplest way is also the most direct. Just say to your Alexa device:
"Alexa, exit Alexa Plus."
That's it. Within a few seconds, your device will switch back to the original Alexa voice and experience. The voice changes, the interface (if you have a display) reverts to the old style, and everything goes back to how it was before the upgrade.
I tested this myself on an Echo Show 11, and it worked instantly. The device acknowledged the command, processed it, and within maybe 5 seconds, I was back to the familiar old Alexa voice. No restart required. No app changes needed. Just one command and you're done.
This is genuinely one of the few things Amazon did right here: they made the reversion process simpler than the upgrade process.
The App Method (If Voice Commands Don't Work)
If you have trouble with the voice command, or if you just prefer doing things through the app, you can also revert through the Alexa mobile app.
Here's the exact process:
- Open the Alexa app on your phone or tablet
- Tap the Menu icon (three horizontal lines) in the bottom right
- Go to Memberships & Subscriptions
- Look for the Alexa+ Early Access section
- Tap Manage and look for options to disable or exit
- Select the option to exit or disable Alexa+
Now, here's where Amazon's UX gets a bit frustrating: the exact location of these settings can vary depending on which version of the Alexa app you're using and whether you're on iOS or Android. The general flow is the same, but the menu might be slightly different.
Also, Amazon will warn you that "some features will have to be changed" when you revert, but they're vague about what those features are and don't make it easy to find them. In practice, you probably won't notice any issues. Your routines will still work. Your integrations will still function. It's more of a warning they put in for legal reasons than an actual problem.
Checking Your Device List
Here's an important detail: if you have multiple Alexa devices in your home, each one might have upgraded to Alexa+ separately. Amazon didn't necessarily push the upgrade to all your devices at once. So you might have one Echo Show on Alexa+ and another Echo Dot still on the original version.
You'll need to go through the reversion process for each device individually. Check each one by asking it what version it's running, or just listening to the voice. If you hear the "sassy teenager" voice, that's Alexa+. If you hear the flatter, more neutral voice, that's the original.
The app method gives you a view of all your devices, so you can see which ones have Alexa+ and manage them from a central location. That's actually more efficient than going around your house issuing voice commands to each device.
Alexa+ significantly improves voice quality, handling of complex requests, and context maintenance compared to the original Alexa, though it may respond slightly slower due to advanced processing. Estimated data based on FAQ descriptions.
Why You Might Actually Want to Keep Alexa+
Before you reflexively disable Alexa+, consider that it might actually be better for your use case than the original Alexa. The upgrade isn't just cosmetic, and depending on how you use your devices, Alexa+ could genuinely improve your experience.
Better At Complex Questions
If you ask your Alexa device sophisticated questions, Alexa+ handles them significantly better. Questions like "What's a good recipe for dinner given that I'm out of dairy and my family doesn't eat gluten?" or "What's the weather like compared to last week at this time?" work much more naturally with Alexa+.
The original Alexa would struggle with these because they require context, multi-step reasoning, and natural language understanding beyond simple command parsing.
More Useful For Research and Brainstorming
If you use your Echo Show as a second monitor or research device, Alexa+ is legitimately useful. You can have actual conversations with it about topics, ask follow-up questions, and get more nuanced answers. It's not as powerful as Chat GPT on a computer, but for quick research from your kitchen or bedroom, it's surprisingly helpful.
One user on Reddit mentioned using Alexa+ to help their kid with homework. They ask the device a question, Alexa+ explains the concept, the kid follows up with another question, and it feels like having a tutor in the room. That's not something the original Alexa was good at.
The New Voice Might Grow On You
Even if you hate the "sassy teenager" voice initially, you might find it grows on you. A lot of the negative reactions people posted online in the first week were based on the surprise of the change, not the actual quality of the voice itself.
I found that after using Alexa+ for a few days, I stopped noticing the voice quirk and started appreciating that it sounded more natural. Your brain adapts faster than you'd think.
Unified AI Interface Across Devices
Amazon announced that Alexa+ is now available on Alexa.com, meaning you can use the same conversational interface in a web browser, on your phone via the app, and on all your Echo devices. This is actually convenient if you like having one consistent AI assistant across all your platforms.
Common Complaints About Alexa+ (And Why)
While Alexa+ has some genuine improvements, users have reported several issues worth knowing about.
The "Sassy" Voice Feedback
The most common complaint by far is the voice. People describe it as condescending, overly energetic, or inappropriately sarcastic for a smart home device. The cadence and inflection can genuinely sound sarcastic when the device is just trying to be conversational.
For example, when you ask "What time is it?", the response sounds like the device is mildly annoyed with you for asking such an obvious question. It's just the way the voice is modulated, but it creates a weird dynamic in your home.
Some users find this charming and prefer it to the robotic old voice. Others find it unbearable and switched back immediately. There's no middle ground on the voice—people either love it or hate it.
More Intrusive Ads
Users noticed that Alexa+ is more aggressive about showing ads. With the original Alexa on display devices, ads appeared mostly when the device was idle. With Alexa+, ads appear while you're actively using the device, which feels way more intrusive.
If you're a Prime member paying $139 a year, having an AI assistant push ads at you while you're interacting with it feels like you're paying for an ad-supported experience, which is frustrating.
Amazon's reasoning is probably that they need to monetize these interactions somehow, but the execution feels tone-deaf.
The Conversation History Feature Can Be Privacy Weird
On display devices, Alexa+ saves conversation history as text on the screen. This is useful for reading responses, but it also means your conversations are being stored in a way that's more visible and permanent than before.
If you share your Echo Show with family members, they can now see what conversations you've had with Alexa. The privacy implications aren't necessarily different from the original Alexa (Amazon's always been listening), but the visibility of that data is new and some people find it uncomfortable.
Performance Inconsistencies
Some users reported that Alexa+ is slower to respond than the original Alexa. This makes sense because it's running more complex AI models, but for a device you interact with multiple times a day, a half-second delay becomes noticeable and annoying.
Amazon says they're optimizing performance, and the gap is likely to narrow as they improve the service, but right now some users do experience slower response times.
ChatGPT outperforms Alexa in conversational abilities and handling complex requests, highlighting Amazon's need to enhance Alexa's capabilities. (Estimated data)
Understanding Alexa+'s Pricing (And What It Means For You)
Right now, Alexa+ is free if you're a Prime member. After it officially launches (probably mid-2025), it will cost $20 per month for non-Prime members. Prime members will still get it free, which is a benefit bundled into the Prime membership.
This is actually a smart pricing strategy from Amazon. They're using Alexa+ as another reason to maintain your Prime membership. At $139 per year for Prime, adding premium AI features without an additional cost makes Prime feel more valuable.
If you're not a Prime member and you want to use Alexa+, you'll have two choices:
- Keep the free original Alexa
- Pay $20/month for Alexa+
To put that in perspective, Chat GPT Plus costs $20/month, and Claude costs about the same. So Amazon's pricing is competitive with other premium AI assistants. The question is whether Alexa+ is as capable as those alternatives, and the honest answer is: not quite yet.
Alexa+ is still in early access, which means it's not finished. Some features are incomplete, some capabilities are limited, and it's not as powerful as Chat GPT for general-purpose tasks. It's better for smart home integration and device-specific commands, but worse for deep research or complex creative work.
How to Customize Alexa+ Without Fully Reverting
If you want to keep Alexa+ but change some things about it, you have options. You don't have to revert to the original Alexa if you're just unhappy with specific features.
Changing the Voice
You can switch to a different voice while staying in Alexa+. Instead of reverting completely, just say:
"Alexa, change your voice to [voice name]."
The available voices are:
Feminine voices:
- Feminine 1 (the new "sassy" default)
- Feminine 2 (the old voice, more neutral)
- Feminine 3 (described as "warm")
- Feminine 4 (described as "inviting")
Masculine voices:
- Masculine 1 (described as "conversational")
- Masculine 2 (described as "premium")
- Masculine 3 (described as "warm")
- Masculine 4 (described as "upbeat")
You can also change voices through the Alexa app by going to Settings > Device Settings > [Your Device] > Voice.
Many users found that switching from Feminine 1 to Feminine 2 (the old voice) while staying in Alexa+ gave them the best of both worlds: the better AI conversation improvements without the weird new voice.
Adjusting Ad Settings
You can't completely disable ads in Alexa+, but you can reduce how aggressive they are. In the Alexa app, go to Settings > Alexa Preferences > Advertising and you'll find some options to limit personalized ads or reduce ad frequency.
It's not perfect, but it helps.
Managing Device-Specific Settings
Each Echo device can have different settings. If you have one Echo Show and several Echo Dots, you could keep Alexa+ on the Show (where the conversational interface is actually useful) but revert the Dots to the original Alexa (where you mainly use voice commands).
This hybrid approach lets you get the benefits of Alexa+ where it actually improves the experience, while keeping the simpler interface where you don't need the extra conversational power.
Voice command method is rated highest for ease and speed, while app method is less favored due to variability in settings location. Estimated data based on typical user feedback.
Comparing Alexa+ To The Original Alexa
Here's a quick reference showing how the two versions compare across key dimensions:
| Feature | Original Alexa | Alexa+ |
|---|---|---|
| Voice | Neutral, somewhat robotic | Upbeat, conversational, sometimes sounds sarcastic |
| Multi-part requests | Struggles with complex questions | Handles complex requests well |
| Response time | Faster | Slightly slower (AI processing) |
| Display interface | Simple, mostly icons and cards | Chat GPT-style conversation history |
| Ad frequency | Minimal, mostly when idle | More frequent, even during use |
| Cost (for non-Prime members) | Free | Eventually $20/month |
| Conversational ability | Limited, command-based | Natural, back-and-forth conversation |
| Context awareness | Poor across multiple questions | Good, remembers context |
| Smart home control | Same | Same (no differences) |
| Integration with other apps | Supported | Supported (same) |
What Happens If You Keep Alexa+
If you decide to stick with Alexa+, here's what to expect going forward.
Future Updates Will Likely Improve It
Alexa+ is still in early access, which means Amazon is actively working on improvements. The voice might get refinements. Response times will probably improve as they optimize the AI models. New features will be added.
If you've used beta software before, you know that early access versions are usually noticeably less polished than the final product. Alexa+ should get better over the next few months as it moves toward official launch.
You Might See More Personalization Features
Amazon's likely to roll out features that use Alexa+ to personalize your experience more deeply. For example, learning your preferences for music, customizing recommendations based on your past requests, or adapting the conversation style to match your personality.
These features will probably come to original Alexa too, but Alexa+ users will likely get them first and in more advanced forms.
The $20/Month Cost Will Eventually Apply
Right now, Alexa+ is free for Prime members. Eventually, Amazon will officially launch Alexa+ as a paid service ($20/month for non-Prime members). You'll probably get some kind of notice or option when that happens.
Since you can switch back anytime, the risk of being locked into a paid service against your will is low. But if you get used to Alexa+ and end up wanting to keep it after launch, you'll need to decide if the $20/month is worth it to you.
FAQ
What is Alexa+?
Alexa+ is Amazon's next-generation AI voice assistant powered by advanced language models. It's more conversational than original Alexa, better at understanding complex requests, and designed to feel more like having a natural conversation with an AI than giving commands to a smart home device. It's currently free for Prime members as part of the early access program.
How does Alexa+ differ from the original Alexa?
Alexa+ has a noticeably different voice (often described as "sassy" or "upbeat"), better handles complex multi-part questions, maintains context across multiple exchanges, and shows conversation history as text on display devices. The original Alexa is more command-based, has a flatter voice, and generally works better for simple, direct smart home control. Performance-wise, Alexa+ is sometimes slightly slower due to more complex AI processing.
Will Amazon force me to use Alexa+?
Amazon has already pushed Alexa+ to all Prime members globally, but you can switch back to the original Alexa anytime by saying "Alexa, exit Alexa Plus" or through the Alexa app settings. There's no penalty for reverting, and you can switch back and forth as many times as you want. Non-Prime members who haven't been upgraded can opt in through the app if they want to try it.
What will Alexa+ cost after it officially launches?
Alexa+ will be free for Prime members (bundled into the Prime membership) but will cost $20 per month for non-Prime members once it officially launches. During the current early access period, it's free for all Prime members regardless of when you upgrade. If you're not a Prime member, you can try Alexa+ for free now, but you'll need to pay once the service officially launches.
Can I use the old Alexa voice while staying in Alexa+?
Yes. You can say "Alexa, change your voice to Feminine 2" or go through the app settings to switch to the original neutral voice while keeping all the Alexa+ improvements. This gives you better AI conversation without the "sassy teenager" voice that many users find annoying. The exact command variations are "Alexa, switch to your old voice" or "Alexa, use the original voice."
Why did Amazon push Alexa+ without asking permission?
Amazon's strategy was to maximize adoption by making Alexa+ the default for all Prime members. This is common practice for large tech companies pushing major updates—they assume users will adjust quickly and that the new features are valuable enough that most won't revert. Amazon did send notifications, but many users missed them. The company views this as a feature improvement that benefits users, but the forced upgrade approach definitely frustrated some people who preferred the original Alexa.
Will my smart home routines still work after switching back to original Alexa?
Yes, completely. Switching between Alexa+ and original Alexa doesn't affect your smart home integrations, routines, or device controls. Everything continues to work exactly as before. Amazon mentioned that "some features will have to be changed," but in practice, most users don't encounter any issues. Your lights, locks, music, and all other integrations function the same regardless of which Alexa version you use.
Is Alexa+ available on all Echo devices?
Alexa+ is supported on most modern Echo devices including Echo (1st gen and newer), Echo Dot (1st gen and newer), Echo Show, Echo Spot, and Echo Plus. It's also available on many Fire TV and Fire tablet devices. However, very old Echo devices from 2014-2015 might not support Alexa+ due to hardware limitations. Check the Alexa app to see if your specific device is supported for the upgrade.
Key Takeaways: What You Actually Need To Know
Let's be clear about what's actually happening here: Amazon made a business decision to upgrade everyone to a more advanced AI assistant because it makes Prime membership more valuable and creates a stepping stone toward a new $20/month premium service.
They're not doing this to be nice. They're doing it because Alexa has fallen behind Chat GPT in the AI conversation space, and they need to catch up. Bundling Alexa+ into Prime membership is a smart way to drive adoption and keep people locked into the Amazon ecosystem.
For users, the upgrade is genuinely useful for some people and genuinely annoying for others. The conversational improvements are real and meaningful. The new voice is divisive. The more aggressive ads are frustrating. The privacy implications of visible conversation history on display devices are worth thinking about.
The important thing is that you have control here. You can revert with one voice command. You can customize the voice while keeping the improvements. You can even switch back and forth depending on your mood or what you're doing.
Most people who tried Alexa+ and didn't like it immediately switched back. Some people tried it and found they preferred it after a few days of use. A reasonable approach is to keep it for a week, get used to the voice changes, and then decide whether the conversational improvements outweigh the annoyances.
If you decide Alexa+ isn't for you, reverting is trivial. There's no downside to trying it before you decide to revert. And if you love it, you're getting a significant AI upgrade for free as a Prime member.
That's actually not a bad deal, even if the way Amazon rolled it out was frustrating.
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