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Lead DevelopmentFACT · 4/5•4 Sept '26•Via Retail Dive

Amazon Prime members get free Alexa+ access

Amazon has made its agentic AI assistant, Alexa+, free for all Prime members in the U.S., completing its rollout. Non-Prime members can access the full Alexa+ for $19.99 per month, or a free text-based version. The move comes as Amazon reports strong growth in Prime membership, with double-digit year-over-year growth in Q2 2026. Shoppers who tried Alexa+ signed up for Prime at a nearly 25% higher rate. This perk is part of a broader trend among retailers to enhance loyalty programs, with Walmart adding new benefits to Walmart+ and Dick's Sporting Goods launching ScoreCard+.

•Amazon made Alexa+ free for all Prime members in the U.S.
•Non-Prime members can subscribe to Alexa+ for $19.99 per month.
•Prime membership grew double digits year-over-year in Q2 2026.

Entities:Amazon Walmart DICK'S Sporting Goods

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