Amazon has made its generative AI assistant, Alexa+, available to everyone through a free early access program at Alexa.com. Previously, access required a supported device, but that limitation is gone, making Alexa+ comparable to other chatbots like ChatGPT and Google’s Gemini. While Amazon hasn’t stated an end date for the early access, the plan is to bundle Alexa+ with Amazon Prime memberships, which start at $15 per month, or offer it at $20 per month on its own. This pricing strategy appears aimed at boosting Prime subscriptions by integrating Alexa+ into Amazon's broader ecosystem, which includes e-commerce and grocery delivery. Amazon is marketing Alexa.com as a tool for household management, highlighting features like trip and meal planning, to-do lists, and smart home integration. The service maintains continuity, allowing users to switch between devices while keeping their preferences and past interactions intact. A browser-based version of Alexa had existed before, but the introduction of Alexa+ enhances its utility with generative AI capabilities. The redesigned Alexa mobile app will also support this functionality, making it accessible whether users are at home or on the go. Despite its potential, Alexa+ has faced challenges. Reports indicate that it operates slower than anticipated and occasionally provides inaccurate responses. Some promised features, such as ordering takeout, are still missing. The financial implications are significant; Amazon has invested heavily in Alexa, claiming to have sold 600 million devices, yet the service has been a financial drain. To improve profitability, Amazon plans to encourage more frequent use of Alexa+ and is even considering incorporating ads into conversations.