Alexa+
: How to use it, features, and the business problems it solves

What is Alexa+?

Alexa+ (pronounced "Alexa Plus"; also written アレクサプラス or アレクサ＋ in Japanese) is Amazon's generative AI–powered personal assistant. It is the new version of Alexa: it understands intent even in half-finished sentences or complex requests, keeps the conversation going, and does more than answer questions — it takes care of tasks for you, such as shopping, tracking deliveries, controlling smart home devices and creating Routines.

In Japan, early access started on October 29, 2026 (announcement by Amazon Japan G.K.). Early access is free and works on compatible Echo devices, Fire TV, the Alexa app and the browser (alexa.jp). In Japan it is available in Japanese only, and Amazon says it is designed to understand context-dependent words such as "daijoubu" (which can mean "it's fine", "yes, please" or "no, thanks") and what is left unsaid.

Pricing

• Prime members: Even after early access ends, Alexa+ is included in Prime at no additional charge. Prime costs ¥600/month or ¥5,900/year (as shown on Amazon.co.jp's sign-up page)
• Non-Prime customers: After early access ends, it costs ¥3,000/month. The official page says Alexa+ "will not be automatically renewed", which reads as: you are not moved onto the paid plan automatically, and you subscribe separately if you want to keep using it
• Length of early access: The end date has not been announced (as of October 29, 2026)
• Not disclosed: Whether ¥3,000 includes tax, and how Prime Student and Prime household members are treated, are not stated on the official page
• Things that cost extra: Available music and video content depends on your subscriptions, and Ring camera features require a paid Ring subscription. Controlling appliances such as air conditioners requires Alexa-compatible smart devices or a smart remote (sold separately)

For reference, in the U.S. (as announced in February 2025), Alexa+ is free for Prime members and $19.99/month for everyone else. Japan's non-Prime price (¥3,000/month) is not simply the U.S. price converted to yen.

Age requirements

• Store age ratings for the Alexa app: 13+ on the App Store (Japan) and "12+" on Google Play
• Age requirements for Alexa+ itself: The official Alexa+ page and FAQ do not state a minimum age (as of October 29, 2026). An Amazon account is required
• Family use: Alexa+ recognizes each family member by Voice ID and Visual ID and tailors its responses. The Alexa app lets you create child profiles with age-appropriate settings and time limits (App Store description)

Compatible devices

The device language must be set to Japanese.

How to use

1. Sign in at Amazon.co.jp/newalexa Sign in with your Amazon account to check whether you are eligible for early access and to request it.
2. Wait for the invitation Invitations go out gradually to people who own or buy a compatible device. When access is granted, you are notified by email and on your device.
3. Enable early access Enable it during or after device setup, and Alexa+ becomes available on all your compatible Echo and Fire TV devices and in the Alexa app.
4. Just talk Ask in everyday language, e.g. "Alexa, turn on the lights and wake me up with music at 7 every morning." If a response is wrong, say "Alexa, send feedback."

Features

• Natural conversation It remembers the flow of the conversation even when you change topics. You can talk about seasonal events such as New Year and cherry blossom viewing, or local news.
• Shopping Creates shopping lists that reflect your family's preferences, tracks deliveries, alerts you to price drops on your Wish List, compares products and summarizes reviews. Tell it you are running low on something and it will let you know when your usual brand goes on sale. It asks for confirmation before placing an order.
• Smart home Say "it's dark" and it turns on the lights in the room you are in; say "it's a bit cold" and it adjusts the heating (requires Alexa-compatible smart devices and setup). It works with brands such as SwitchBot and Panasonic, and can check whether a smart lock is locked.
• Create Routines by voice Combine lights, music and the weather forecast into one Routine just by asking.
• Remembers your preferences It remembers your favorite music and books and foods you dislike, and uses them to suggest recipes and restaurants. It tells family members apart with Voice ID and Visual ID.
• Music and video Finds songs that match your mood on Amazon Music, Spotify, Prime Video and more, or finds a title from a vague description such as "that recent movie where a sheep becomes a detective."
• Continue across devices A conversation started on an Echo Show can continue in the smartphone app or in a browser on your PC. In the browser you can also summarize long emails and documents, draft messages and create images.
• External services Tell it what is in your fridge and it suggests recipes from "DELISH KITCHEN." With a Ring camera you can ask Alexa+ what the camera saw (requires a paid Ring subscription).

What is not yet available in Japan

These were described as "coming soon" in the October 29, 2026 announcement.

The official page also notes that "some of the features described are under development and will be provided in future updates." For appliance makers, Amazon offers the "Smart Home AI Toolkit," which makes it easier to connect devices with their own unique functions to Alexa+.

Safety and data handling

• Operator: In Japan, the service is provided by Amazon Japan G.K. (Meguro-ku, Tokyo). Alexa is a service of Amazon.com, Inc. in the U.S.
• Privacy Dashboard: The Alexa Privacy Dashboard lets you review and manage your interactions with Alexa+ in one place — check what Alexa heard, review attachments you shared and change how long voice recordings are kept — from the Alexa app or online
• Order confirmation: Amazon says Alexa+ confirms with you before placing an order
• Accuracy: The official page states that "Alexa may not always respond correctly." Check order details and appointment times yourself before confirming

Pros and cons

Pros

• Prime members can keep using it at no additional charge after early access
• Many existing Echo and Fire TV devices are supported, so you don't need new hardware
• You can control appliances with phrases like "it's dark" or "it's a bit cold," and create Routines by voice
• Conversations continue across Echo, smartphone and PC

Cons

• Early access is rolled out gradually, so you may not get it right after requesting
• Tabelog reservations and the Demae-can, Uber Eats and Ticket Pia integrations are not available yet
• Non-Prime customers will pay ¥3,000/month after early access
• Older Echo devices (some 1st and 2nd Gen models) and Fire tablets are not supported

Reviews and reputation

Early access in Japan has only just begun, so there are no ratings for Alexa+ itself yet (as of October 29, 2026). Store ratings for the Alexa app, which is also how you use Alexa+ on a phone, are as follows.

The Google Play count is as shown on the store page; it does not say whether it covers Japan only. Both include ratings from before Alexa+ launched.

FAQ

• Is Alexa+ free? It is free during early access. After early access ends, Prime members can keep using it at no additional charge; non-Prime customers pay ¥3,000/month.
• Will it work on my current Echo? It works on all Echo devices except some older generations (Echo Dot 1st Gen, Echo 1st/2nd Gen, Echo Plus 1st Gen, Echo Show 1st/2nd Gen, Echo Spot 1st Gen).
• How do I get it? Sign in at Amazon.co.jp/newalexa and request early access. Owners of compatible devices receive invitations gradually and are notified by email and on their device when access is granted.
• Can I go back to the original Alexa? The official FAQ says that "if you want to keep using the existing Alexa, you can continue to use it on your devices." The specific steps for switching back are not described on the official Alexa+ page.
• Can I use it in English? In Japan it is available in Japanese only, and the device language must be set to Japanese.
• When does early access end? The end date has not been announced (as of October 29, 2026).

How it differs from other AI assistants

• Alexa+ vs. ChatGPT and Gemini: ChatGPT and Gemini are AI assistants you mainly use by text on a smartphone or in a browser. Alexa+ is mainly used by voice on smart speakers such as Echo, and is directly connected to shopping on Amazon and to controlling smart home devices
• Alexa+ vs. Meta Muse: Meta Muse is also an agent that handles email, bookings and shopping for you, but it runs in an app and on the web and does not control smart speakers or home appliances