Amazon has officially announced Alexa+, a significant upgrade to its popular virtual assistant, which will start rolling out in early access next month in the US. The revamped AI-powered experience will be available to customers at a competitive price point of $19.99, or free for Amazon Prime subscribers.

The new Alexa+ will initially be available on Echo Show 8, 10, 15, and 21 devices, with Amazon remaining tight-lipped about which other devices, such as the Echo Dot and Echo Pop, will gain support in the future. As part of the launch, Amazon is also introducing Alexa.com, a new web experience designed for "long-form" work, and a refreshed Alexa mobile app featuring a new interface and functionality.

According to Amazon's devices and services chief, Panos Panay, the new Alexa+ marks a significant shift in the industry, moving beyond traditional chatbots to a more advanced AI-powered experience. "Today with generative AI and a completely re-architected Alexa, we're moving the world from chatbots to something entirely new," Panay said during an event in New York City.

In terms of pricing, Alexa+ is competitive with other generative AI-powered chatbots on the market. Both OpenAI's entry-level paid ChatGPT plan and the premium version of Google's Gemini assistant, Gemini Advanced, also cost $19.99. However, the price is higher than previously rumored, with reports suggesting Amazon would charge between $5 to $10 for the upgraded Alexa, possibly with a generous free trial.

The launch of Alexa+ is a significant move by Amazon to stay ahead in the AI-powered virtual assistant market. With its revamped AI capabilities and new web and mobile interfaces, Alexa+ is poised to offer users a more advanced and integrated experience. As the technology continues to evolve, it will be interesting to see how Alexa+ compares to other AI-powered chatbots and assistants in the market.

Amazon's decision to offer Alexa+ for free to Prime subscribers is also a strategic move to further entice users to join its ecosystem. With the growing popularity of AI-powered assistants, Amazon is likely to benefit from the increased adoption of Alexa+ among its loyal customer base.

As the rollout of Alexa+ begins, users can expect a more advanced and integrated AI-powered experience. With its competitive pricing and new features, Alexa+ is likely to be a game-changer in the virtual assistant market, and its impact will be closely watched by industry observers and competitors alike.