But who’s going to pay $20 when you can spend $15 for Prime and get Alexa Plus, plus all the Prime benefits? When Amazon announced Alexa Plus back in February, I asked head of Devices & Services Panos Panay if “By the way” and full-screen ads would stick around. The new Alexa Plus had burgeoning agentic abilities, including being able to navigate websites like Thumbtack to find an electrician. One of those higher tiers for Alexa Plus Jassy hinted at could be an ad-free version, as TechCrunch first speculated. Alexa Plus is also one of the few generative AI-powered services that can take actions in real life.