Prime Users Report Automatic Alexa Plus Activation
Over the past few weeks, users on the r/alexa subreddit have shared screenshots and firsthand accounts indicating that Amazon is enabling Alexa Plus by default on supported Echo devices tied to Prime accounts. Several users say they received an in-app message from Amazon notifying them of the update after their device software was refreshed.
According to the message seen in screenshots, Amazon states:
“After your device updates, you can still revert to the original Alexa by saying, ‘Alexa, exit Alexa+.’”
While this provides a rollback option, users note that the upgrade itself happens automatically, without explicit user consent.
What Is Alexa Plus?
Alexa Plus is Amazon’s LLM-powered overhaul of its long-standing voice assistant. The updated version is designed to offer more conversational responses, improved contextual understanding, and deeper integration with smart home and third-party services.
The move appears to be part of Amazon’s broader push to keep Alexa competitive against next-generation AI assistants such as Google Gemini, which is also being integrated into Google Home devices.
User Backlash: Voice Changes, Slower Responses, and Ads
Not all Prime members are pleased with the automatic upgrade. Several Reddit users have cited reasons for preferring the classic Alexa, including:
- Disliking Alexa Plus’s new voice and conversational tone
- Experiencing longer response times compared to the original Alexa
- Finding the AI responses less predictable or less reliable
Some users also report seeing more frequent promotional prompts for Alexa Plus, especially after reverting to the older version. One Redditor claimed that after disabling Alexa Plus, they were “flooded with ads” encouraging them to turn it back on.
Comparisons With Google’s AI Rollout
The concerns echo similar complaints surrounding Google’s rollout of Gemini-powered Google Home, which has faced criticism for issues such as misidentifying objects and hallucinating camera activity. These challenges highlight the growing pains tech companies face as they integrate large language models into everyday consumer devices.
Can Users Fully Avoid Alexa Plus?
For now, Amazon allows users to switch back by voice command, but it remains unclear whether Alexa Plus will eventually become mandatory for Prime members. Amazon has not officially detailed whether the automatic upgrade is part of a broader phased rollout or a limited test.
As Amazon continues to push AI deeper into its ecosystem, the reaction to Alexa Plus may influence how aggressively the company expands the feature — especially among users who value speed, reliability, and control over experimental AI capabilities.