Amazon's Echo Spot device powered by its Alexa digital assistant (Robert Lever/Getty Images)

Amazon’s planning to launch a generative-AI-infused “Alexa+” subscription to reboot its devices division

Amazon’s rolling out a major update to Alexa — a new subscription-based service powered by generative AI.

2/26/25 2:03PM

Amazon announced a major update to its Alexa digital assistant on Wednesday, introducing “Alexa+,” a subscription-based service powered by generative AI that will roll out next month. The new Alexa will feature enhanced capabilities such as booking reservations, purchasing concert tickets, providing personalized recipe suggestions, and even remembering dietary restrictions. It’s designed to learn users’ routines and proactively assist with everyday tasks. Amazon will charge $19.99 per month for the service or offer it free to Prime members. The service will be available on most Alexa devices, beginning with the Echo Show.

This update comes as Amazon works to revitalize Alexa, which has struggled to generate meaningful profit despite selling over 500 million devices. The company has lost billions on its devices division, which includes the Echo and Kindle. With the introduction of Alexa+, Amazon hopes the subscription model will help cover the high costs of AI development and turn the Alexa business profitable.

Amazon isn’t the only tech giant infusing AI into its smart assistants. Last year, Apple rolled out its Apple Intelligence platform to enhance Siri, with goals of making it more conversational and competitive with ChatGPT. But recent upgrades have faced delays, with some features, originally expected in April, now likely postponed until later this year.

Max Knoblauch10/24/25

Premium seats help push airlines higher following third-quarter results

Shares of American Airlines are climbing toward the carrier’s best trading day since August 12, when ultra-budget rival Spirit issued its initial warning about its ability to survive. American’s shares are up more than 7% on Friday afternoon.

Investors’ optimism comes a day after American posted a better-than-expected full-year earnings forecast. In a call with investors, American said that it’s ramping up its premium cabin offerings.

“Our ability to grow capacity in premium markets will be further supported as we take delivery of new aircraft and reconfigure our existing fleet. These efforts will allow us to grow our premium seats at nearly two times the rate of main cabin seats,” CEO Robert Isom said. American CFO Devin May said that nose-to-tail retrofits of certain wide-body jets will bump the number of premium seats available on those planes by 25%.

Extra legroom has been a boon for major carriers, particularly this quarter. Delta Air Lines said its premium product revenue grew 9% in Q3, compared to a 4% drop in economy seat revenue. Similarly, United Airlines said its premium revenue grew 6%, outpacing economy. Shares of both airlines were up more than 3% on Friday.

Carriers with less exposure to first- and business-class tickets like Southwest Airlines and JetBlue didn’t see the same amount of momentum on the day.