Amazon Plans to Introduce Ads in Alexa Plus

• Amazon is rolling out ads in the new version of Alexa Plus.
• The general director of the company confirmed the possibility of paid features.
• Ads are already present on Echo devices, which prompts user complaints.

This is reported by Ars Technica, The Verge.

Amazon is considering the possibility of adding ads to the new voice assistant Alexa Plus, which is based on generative AI. General director Andy Jassy mentioned during a conference call that took place after the earnings report for the second quarter of 2025, that ads could become an important element in the multi-tiered offerings with Alexa Plus, helping users find necessary information and generating revenue for the company.

Alexa Plus is currently in early access for users in the U.S. According to Jassy, they plan to expand access to the product internationally in the near future. Additionally, he noted that there is a possibility of introducing paid features for Alexa Plus in the future, especially for users without an Amazon Prime subscription.

Currently, Alexa Plus is free for Prime subscribers, but it may become paid for new users. Jassy indicated that ads are already present on Echo devices, where users can see ads on Echo Show screens. In the case of introducing ads in Alexa Plus, Amazon aims to find a way to retain users who may be inundated with excessive advertising in the context of the new platform.

Critics warn that ads could drive users away, who may not fully appreciate the potential of voice assistants. They believe that ads could diminish the appeal of Alexa Plus, making it seem intrusive.

Tags: Technology/AI