Why Amazon Force-Fed Alexa+ to Prime Members

If you're a Prime member, you might've woken up one morning to find your Alexa speaking in a completely different voice—one that users are calling a "sassy teenager." Amazon has been quietly force-updating Prime members to its new AI-powered Alexa+ assistant, whether they wanted it or not.

While users complain about the jarring voice change, Amazon's willingness to override user choice reveals a deeper strategy in the heated AI assistant wars.

The Stealth Rollout Strategy

Amazon announced at CES in early January that it would roll out Alexa+ to all Early Access customers. The catch? That apparently includes Prime members who never signed up for Early Access in the first place.

One WIRED staffer repeatedly declined the upgrade, only to find her Echo Dot greeting her with a "completely different voice" one morning—a change she described as "intolerable." The forced nature of this update has caught many users off guard, despite Amazon's claims of proper notification through email, the Alexa app, and devices themselves.

"Alexa+ is significantly more capable than the original Alexa, so we're working to make it available to as many customers as possible," an Amazon spokesperson explained. But the aggressive rollout suggests something more urgent is driving this push.

Racing to Catch ChatGPT

Alexa+ isn't just an upgrade—it's a fundamental shift from a command-response butler to a conversational chatbot that rivals ChatGPT. On display devices like the Echo Show, conversations now appear as text chats, and the assistant promises better understanding of complex requests.

The strategic move extends beyond smart homes. Alexa+ is now available on Alexa.com, positioning it as a cross-platform AI service to compete directly with ChatGPT. While Prime members get it free, non-Prime users will pay $20 monthly once it fully launches.

But here's the problem: Alexa+ is still in Early Access, meaning it's incomplete and less capable than established competitors. Amazon's rush to push an unfinished product suggests they're feeling the pressure of falling behind in the AI race.

User Backlash and the Way Back

Fortunately, reverting to original Alexa is simple: just say "Alexa, exit Alexa Plus." But it's not quite the same experience users remember. Even the classic voice has subtle changes, and some app settings need reconfiguration.

Alexa+ offers four feminine and four masculine voices, each tagged with descriptors like "Upbeat" or "Warm." The default "Upbeat" voice—dubbed the "sassy teenager"—has a youthful cadence that some find almost sarcastic.

Interestingly, Alexa+ shows ads even while you're actively asking questions, unlike the original Alexa which confines ads to screensaver slideshows. This suggests mounting pressure to monetize the service more aggressively.

The Broader Implications

Amazon's force-update strategy reveals how tech giants navigate the tension between innovation speed and user consent. With no clear timeline for when Alexa+ will exit Early Access—possibly not until next year—Amazon is essentially using Prime members as unwitting beta testers.

The move also highlights the shifting economics of AI assistants. What started as loss-leaders to sell more Amazon products are now expected to generate direct revenue, explaining the $20 monthly fee for non-Prime users.