Amazon is offering its upgraded AI assistant, Alexa +, at no additional cost to U.S. Amazon Prime members starting September 1. This new benefit provides unlimited access to the enhanced AI, which is designed to handle more complex and conversational tasks compared to the original Alexa. Alexa + uses generative AI technology, allowing it to assist users in researching topics, planning their day, managing calendars, setting reminders, and even completing tasks like ordering takeout or scheduling services. The upgrade aims to make daily tasks more efficient and personalized for Prime members. The introduction of Alexa + has shown positive results in attracting new Prime members. According to a report, users who tried Alexa + were more than 25 percent more likely to sign up for Prime. Since its initial release this year, Alexa + has reached over 100,000 people. This growth has contributed to a 12 percent increase in revenue from subscription services, including Prime, which reached $13.7 billion in the most recent year. Prime members can use Alexa + across various platforms, including Alexa-enabled devices, the Alexa app, and the Alexa website. This move by Amazon comes as other retailers are also enhancing their loyalty programs to attract and retain customers. Walmart, for example, has added new perks to its Walmart+ membership, such as 25 free 4x6 photo prints per month and a waived fee for one in-store money service transaction each month. Walmart reported double-digit growth in Walmart+ memberships during the second quarter of 2026. Similarly, other retailers are launching their own premium loyalty programs. Dick's Sporting Goods, for instance, introduced ScoreCard+ in July, offering benefits like free shipping, exclusive promotions, and a 20 percent discount on in-store services for a $99 annual fee. The increasing competition among retailers highlights a growing trend of using enhanced loyalty programs to improve customer experience and drive subscriptions. These programs not only offer tangible benefits but also aim to create more value for members, encouraging continued engagement and spending. As companies like Amazon, Walmart, and Dick's Sporting Goods continue to innovate, the landscape of customer loyalty is evolving to meet the needs of modern consumers.