Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Amazon wants to charge for ‘Alexa Plus’ but the AI isn’t playing ball

Amazon is preparing for a future where users will pay a subscription for an AI-powered version of Alexa.

Given the emergence of large language model-powered tools like OpenAI’s ChatGPT and Google’s own efforts with Bard, the well-used, almost ubiquitous voice assistant is at risk of being left behind.

However, according to a new Business Insider report, the efforts to match the newest assistants with a more conversational product are floundering due to tech issues and internal politics.

Save 19% on the Apple Watch Ultra

Save 19% on the Apple Watch Ultra

The original Apple Watch Ultra is currently selling for £569, which is a 19% saving.

  • Amazon
  • Save 19%
  • Now £569
View Deal

The report says the ‘Alexa Plus’ service is planned to launch on June 30, and is currently testing the product with 15,0000 users. However, testers cited in the report say the service frequently provides inaccurate information. The so-called Remarkable Alexa upgrade “often gives unnecessarily long or inaccurate responses” the report says.

Amazon had previously hinted the next version of Alexa carrying generative AI technology may well come with a fee attached. It’s not clear how much the company would charge, or whether it might be part of an Amazon Prime subscription. However, unless there’s a significant improvement prior to launch, it may be a stretch for users to start forking over cash.

“If this fails to get revenue, Alexa is in trouble,” one of the sources with knowledge of the situation told Business Insider.

Amazon is among the early voice assistant providers playing catch-up with the emerging generative AI models. Apple is another one. In the latter’s case, the issue with bringing Siri up to speed comes with an inflexible architecture.

It remains to be seen whether Amazon can fix these reported issues before launching Alexa Plus this summer.

Why trust our journalism?

Founded in 2003, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.

Trusted Reviews Logo

Sign up to our newsletter

Get the best of Trusted Reviews delivered right to your inbox.

This is a test error message with some extra words