Amazon announced a new version of its smart assistant today. Alexa Plus comes with expanded capabilities, the company appeared to demonstrate, like finding concert tickets on your behalf or ordering an Uber to pick up someone at the airport. The upgraded smart assistant will also make it easier to have more natural conversations with it, but Amazon will be charging users for those new abilities for the first time.

Early access to Alexa Plus will begin in late March 2025 in the United States, and the roll out will continue in subsequent waves. Subscriptions for Alexa Plus start at $19.99 per month, but it’s free for Prime users. Given that Prime costs $14.99 per month, or $139 per year, it’s hard to imagine anyone opting to pay for Alexa Plus on its own. Many of the smart assistant’s new capabilities, such as jumping to the part of a movie where a specific song is playing, will also be dependent on services like Amazon Music and Amazon Prime Video. So to fully take advantage of Alexa Plus, a Prime membership almost seems mandatory.

There were no hardware announcements made at today’s Amazon event, but the company has confirmed that Alexa Plus will work on “almost every” Alexa device released so far. However, the Echo Show 8, 10, 15, and 21, which all feature touchscreen interfaces, will be prioritized during early access.