Amazon has automatically upgraded many Echo devices in Italy to Alexa Plus, a premium AI‑enhanced voice assistant, causing slower response times, new audio ads, and an unexpected monthly charge for Prime members. Users report reduced performance and lack of consent, prompting complaints, regulatory scrutiny, and Amazon’s promise to roll back the change.
What Is Alexa Plus?
Alexa Plus is Amazon’s generative‑AI version of its voice assistant, designed to deliver more natural conversations, longer memory across sessions, and advanced smart‑home coordination. The service is offered as a subscription add‑on for Prime members at a monthly fee in Europe.
Core Features
- Contextual continuity: The assistant remembers user preferences, allowing follow‑up questions without repeating background details.
- Generative content creation: Users can ask Alexa Plus to draft emails, build shopping lists, or compose short stories on demand.
- Enhanced smart‑home orchestration: A single command can control multiple devices, such as adjusting lights, thermostat settings, and playing mood‑based playlists.
Automatic Upgrade and User Reaction
In mid‑January 2026, Amazon began updating Echo accounts by default, activating Alexa Plus for a large number of Prime subscribers in Italy. The only notification was a brief banner on the “Your Devices” page of the Amazon app, and many users discovered the change only after seeing a new “Alexa Plus” icon on their devices.
Performance Issues and New Ads
After the upgrade, users reported noticeable delays when asking simple queries and the appearance of short audio advertisements after routine responses. The slower performance is attributed to the higher compute requirements of the generative‑AI model, which streams results from Amazon’s servers, increasing network latency on European broadband connections.
Legal and Regulatory Implications
The automatic activation of a paid service without explicit consent may violate EU consumer‑protection rules that require clear, informed agreement for recurring charges. Additionally, the extended conversational histories stored to maintain context raise concerns under GDPR, particularly regarding purpose limitation and data‑minimisation principles.
Amazon’s Response
Amazon announced that it will roll back the automatic activation for customers who prefer the classic Alexa experience and will introduce a dedicated opt‑in portal within the Amazon app by the end of the month. The company also pledged to reduce the frequency of audio ads for Prime members and to offer a 30‑day free trial for those who wish to evaluate Alexa Plus before committing.
Impact on the Smart‑Home Market
Alexa Plus illustrates the tension between rapid AI integration and user consent. Competing assistants have taken more cautious approaches, emphasizing explicit opt‑in mechanisms. The episode is likely to intensify regulatory scrutiny of AI‑driven consumer devices across Europe, especially as the EU’s AI Act progresses.
Looking Forward
For Amazon, rebuilding trust with Italian Prime members will depend on transparent opt‑out options, improved performance, and reduced ad intrusion. For consumers, the situation underscores the importance of regularly reviewing subscription settings and staying vigilant about silent upgrades that can alter device behavior and costs.
