Alexa+ in Brazil: What Alexa Plus Is and How Much It Costs

In February 2025, Amazon finally announced the long-awaited generative AI version of Alexa, called Alexa Plus (Alexa+), which promises to remove the friction from controlling your home, requesting music and shopping. In June 2026, it arrived in Brazil, in Portuguese.

Anyone who uses Alexa to turn on the lights, open the curtains and adjust the air conditioning knows that commands do not always work, and that you need to know the exact commands for her to carry them out correctly.

With generative artificial intelligence, the promise is to solve this problem and make the experience at home much better!

What is Alexa+?

Alexa+ is the new generation of Alexa, Amazon's voice assistant, with generative artificial intelligence: she understands requests made in your own words, keeps track of the conversation's context and carries out tasks, such as creating routines and shopping.

In the smart home, she does away with exact commands: according to Amazon, saying "it's dark in here" is enough for her to turn on the lights in the room, and you can create an entire routine by voice alone, such as "every morning at 7:30, turn on the coffee maker, check whether it will rain and play the news". Amazon mentions device brands found in Brazil, such as Positivo, Intelbras, Elgin and i2Go. For your voice to control the whole house, from the lights to the curtains, each piece of equipment needs to be integrated into the automation (see scenes and voice control).

How much does Alexa+ cost?

In Brazil, Alexa+ is free for everyone during early access, which, according to Amazon, runs at least until October 30, 2026. After that, according to Amazon's announcement, she remains free for Amazon Prime members (R$ 19.90 per month or R$ 166.80 per year) and costs R$ 99.90 per month for non-subscribers, with 2 TB of Amazon Photos storage included.

In the United States, where she was opened to everyone in February 2026, Alexa+ is also free with Prime; for everyone else, she costs US$ 19.99 per month, and there is a free, text-only chat on Alexa.com and in the Alexa app.

How to get Alexa+ in Brazil

During early access, there is nothing to subscribe to: if you already have a compatible Echo, you request Alexa+ by saying "Alexa, quero Alexa+" ("Alexa, I want Alexa+") or by signing up at amazon.com.br/alexaplus, and you join a waitlist. Anyone who buys an eligible new Echo or the Fire TV HD gets immediate access, according to Amazon's guide.

Alexa+ works on Fire TV, in the Alexa app, on your phone, and on the vast majority of Echo devices, except for some 1st and 2nd generation models. The newest Echo devices, such as the Echo Dot Max, the Echo Studio, the Echo Show 8 and the Echo Show 11, were designed for her.

Main features of Alexa Plus

In the announcement, in February 2025, Amazon presented these features:

• Ability to get things done: shopping or sending invitations to your friends

• Memory: remembering your favorite movies and what you like to eat

• Continuous conversation: no need to repeat the wake word with every question

• Image features: can take photos and analyze images

• Smart home: commands without having to use the exact words, and creation of automatic routines

• Music: finding songs even without knowing the exact title

• Documents: analysis of texts, recipes, emails and instruction manuals

Price and availability

For the United States, the February 2025 announcement included:

• Cost: US$ 19.99 per month or free for Amazon Prime members

• Compatible devices: will work on "almost every" Alexa device released to date

• Initial launch: Echo Show 8, 10, 15 and 21

• Free early access: to begin rolling out in March 2025 in the US (no date for Brazil in the announcement)

Interface and design

• New visual interface for Echo Show devices

• Customizable widgets on the home screen

• Blue light bar during conversations, with animations called "Alexicons" to express personality

Technology and partnerships

• AI models from Amazon Nova and from companies such as Anthropic (Claude)

• Partnerships with US news outlets such as The Associated Press, Politico, The Washington Post and Reuters

• Integration with services such as Uber Eats, Sonos, Wyze, Zoom, Xbox, Plex, Dyson, Bose, Grubhub, Levoit and Ticketmaster

• Partnership with Suno for AI music generation

Amazon is now entering a market very different from the one in which Alexa was born, in 2014, competing with AI digital assistants such as Google Gemini, ChatGPT and Apple's updated Siri.

However, Amazon's advantage lies in the wide distribution of its products, which could make it the market leader. The question that remains is: when will we have Alexa Plus in Brazil?

Update (October 2026): the answer came. Alexa+ became available to all customers in the United States in February 2026, and in Brazil, Amazon opened early access on June 18, 2026, in Portuguese. The price and how to request access are at the beginning of this article.