Amazon has begun automatically switching some Prime members to Alexa+, its generative AI-powered assistant, without asking first. The default rollout is landing on Echo devices, catching users off guard as the new version replaces the familiar voice they were used to.
Reddit users quickly raised complaints, with many saying they discovered the change only after Alexa’s behavior shifted and they began looking for ways to opt out.
A smarter Alexa, whether you asked for it or not
Alexa+ introduces a different interaction style from the original assistant. Responses are longer and more conversational, with Amazon citing improved personalization and the ability to handle more complex requests. The assistant is built to follow multi-step prompts and maintain context across exchanges, rather than relying on short, command-style inputs.
Alexa+ is appearing on Echo speakers, Fire TV devices, Fire tablets, and other Alexa-enabled hardware associated with Prime accounts. For users with multiple Amazon devices, the updated assistant shows up wherever Alexa is already in use.
Amazon has described Alexa+ as the next stage of Alexa’s development. When the company introduced the upgraded assistant last year, it said it was adding generative AI capabilities to expand what Alexa can do and support more natural interactions.
Not price, but permission
The strongest objections haven’t been about what the upgrade offers or how much it costs. Instead, Reddit users say the issue is discovering that the new assistant was enabled automatically, without a clear choice to accept or decline it. Many users describe noticing the change only after Alexa’s voice, responses, or behavior felt different during everyday use.
Reactions to Alexa+ itself are mixed. Some users say the assistant feels more capable, and that the upgrade improves how Alexa handles requests. Others report performance issues, including lag, slower responses, and difficulty understanding basic commands, such as playing simple music requests like Christmas songs. Those complaints, however, tend to be secondary to how the upgrade was delivered.
Across the Reddit threads, a common refrain is that users want the ability to opt out entirely, not just revert after the fact.
Turning Alexa+ off
Amazon says users can return to the original assistant by saying, “Alexa, exit Alexa+.” The command appears in the notification shown to Prime members after the upgrade is applied and is currently the primary way to revert.
Some Reddit users, however, say the process hasn’t worked consistently. Some say Alexa+ ignores the command, responding incorrectly or failing to switch back after multiple attempts. A handful of users also reported that when they asked Alexa to exit Alexa+, the assistant responded by explaining or defending the benefits of the upgrade instead of carrying out the request.
AI, enabled by default
Alexa+ isn’t the first product to integrate AI without asking first.
In Google Search, AI Overviews now appear automatically for many users, often pushing traditional links further down the page. Google Workspace has taken a similar approach, placing AI features directly into Gmail and Docs while users write or read.
On Meta’s platforms, its AI assistant now sits inside search bars and chat windows, appearing alongside normal conversations rather than behind a separate menu. On other platforms, AI-driven recommendations already appear by default. Netflix automatically suggests shows and generates personalized rows on its home screen, while YouTube surfaces recommended videos and autoplay queues without requiring any user setup.
For Prime members, Alexa+ is now something to respond to rather than something to activate. The assistant is already live for some users on supported devices, leaving others to decide whether to keep using it or try to turn it off as the rollout expands.
Wikipedia has struck paid data deals with Microsoft, Meta, and Amazon to support AI training.
