Amazon Automatically Upgrades Prime Members To Alexa+ Without Consent
Amazon has begun automatically upgrading Prime members in the United States to its new AI-powered assistant, Alexa+, sparking backlash from users who say they did not request the change.
Reports from Reddit and other online forums indicate that the upgrade is being rolled out without an opt-in option. Several users claim their devices were updated even after repeatedly declining the new version.
In a notification sent to customers, Amazon states: “As a Prime member, you get Alexa+ for free, and we will update the devices registered to this account to the new, conversational, and more delightful Alexa experience.” The message adds that the update takes only a few minutes and requires no user action.
Amazon first announced Alexa+ nearly a year ago, pitching it as a generative AI upgrade designed to offer more natural conversations, improved understanding, and expanded functionality. While the company initially launched an early access programme for selected users, adoption appeared limited in the weeks that followed.
Now, with the automatic rollout, many users say they are uncomfortable with the forced upgrade. Some have expressed concerns about generative AI, particularly its history of providing inaccurate information, including health-related advice.
One Reddit user wrote that they woke up to find Alexa+ enabled despite repeatedly opting out, describing the experience as “unnerving.” Others complained about the assistant’s new voice, slower response times, and changes in personality.
“New Alexa was a salty b***h with a serious attitude problem,” one user posted. “I like old Alexa. She may be slow, but she’s far more pleasant.”
Another user said they planned to stop using Alexa entirely, citing frequent prompts and ads encouraging them to use Alexa+.
For customers who do not want the upgrade, Amazon says it is possible to revert to the original assistant by saying, “Alexa, exit Alexa+.” However, critics argue this does little to address the issue of consent.
Alexa+ normally costs $19.99 per month for non-Prime users. Amazon says the service is supported on 97 per cent of all Alexa-enabled devices it has shipped.
The move reflects a broader trend in the tech industry, where companies are aggressively pushing AI features onto users following heavy investment in the technology. For Prime subscribers, that means significant changes to how Alexa works may now be unavoidable.
