Alexa+ and devices
Alexa+ available to all US customers since February 4, 2026: $19.99 a month, free with Prime; Q2 2026 active users nearly doubled.
The numbers
What it is
Alexa+ is Amazon's generative-AI assistant for Echo devices, the Alexa app and the web. Rufus and Alexa+ were combined into Alexa for Shopping in 2026. Amazon does not report a separate devices revenue line, so no device sales figure is included here.
Why it matters to the stock. Alexa+ is a Prime retention and shopping-conversion lever, and the company does not disclose its user count.
News
Amazon merges Rufus into Alexa for Shopping, adds scheduled buy and price-drop actions
On May 13, 2026 Amazon renamed Rufus to Alexa for Shopping, a single shopping assistant across the Amazon Shopping app, website and Echo Show devices.
Alexa+ becomes free with Prime; non-Prime users pay $19.99 a month
In early February 2026 Amazon made its generative-AI assistant Alexa+ free for Prime members in the US and ended the free early-access period for everyone else.