How Many People Use Alexa in 2026?

Hundreds of millions of customers now use new Alexa experiences, Amazon said in its July 30, 2026 earnings release. The company does not publish a monthly active user count, so every Alexa users figure counts something narrower: devices bought, Alexa+ customers or shopping-assistant customers.

This page sorts those numbers by what they measure, then covers Alexa+ engagement, country rollout and US smart speaker ownership.

Alexa Users

How Many Alexa Users Are There in 2026?

No single figure answers this. The broadest recent statement from Amazon says hundreds of millions of customers use new Alexa experiences, a number it says grows every month.

The Q2 2026 release does not define “new Alexa experiences” or split the count by product.

Source: Amazon Q2 2026 earnings release, July 30, 2026

Alexa Device Count vs Active Users

Amazon counted over 600 million Alexa-enabled devices purchased worldwide in its January 5, 2026 Alexa.com announcement. That total counts hardware, not people or active accounts.

Source: Amazon, January 5, 2026

Bank of America analysts framed the gap in a June 2024 note. If one in five Alexa devices had a unique active user, Alexa would have 100 million active users, they wrote; it was a scenario, not a measured count.

Source: Fortune, reporting a Bank of America note, June 24, 2024

Alexa+ Users: 100,000 in May 2025, Tens of Millions by February 2026

Amazon opened Alexa+ to all US customers on February 4, 2026, after tens of millions had joined Early Access. Daniel Rausch, Amazon’s vice president of Alexa and Echo, told TechCrunch that day that tens of millions of customers were using it.

Alexa+ runs on large language models from Amazon Nova and Anthropic, per Amazon’s US launch post.

Earlier counts were far smaller. CEO Andy Jassy cited over 100,000 Alexa+ users on the May 1, 2025 earnings call, and more than 1 million customers had access by June 2025.

Those milestones measure different things: users, customers with access and Early Access sign-ups. Amazon has not published one consistent Alexa+ user series.

Few customers turned back. In February 2026, Rausch put the share switching to the original Alexa in the low single digits.

Source: Amazon, February 4, 2026; TechCrunch interviews with Daniel Rausch, January 12 and February 4, 2026; Amazon Q1 2025 earnings call, May 1, 2025

Device support is broad. At CES in January 2026, Rausch said 97% of devices Amazon has ever shipped can support Alexa+.

Source: TechCrunch interview with Daniel Rausch, January 12, 2026

Alexa+ on Fire TV Since August 2026

On August 19, 2026, Amazon made Alexa+ standard on compatible US Fire TV devices, with no Prime membership or subscription needed. Millions of customers were already using it there, the company said.

Amazon pitches the TV version around content search for viewers sorting through large streaming catalogs.

Fire TV customers have nearly twice as many conversations with Alexa+ as with the original Alexa. They pick Alexa’s top search recommendation over 40% more often.

Source: Amazon, August 19, 2026

Which Features Do Alexa+ Users Use More?

Amazon’s January 2026 update listed three usage multiples for Alexa+ customers compared with the original Alexa: twice the conversations, three times the purchases and five times the recipe requests.

Since January 5, 2026, Alexa+ has also run in a browser at Alexa.com, the chat format covered in our artificial intelligence market statistics.

The Echo Show figure matches the purchase multiple. Since Alexa+ launched, customers have completed purchases on Echo Show devices at three times the original Alexa rate, Amazon said on May 13, 2026.

In his February 2026 interview, Rausch added that music streams rose 25% after customers upgraded. TechCrunch noted that Amazon had not yet shared adoption numbers for agentic tasks such as booking a ride.

Source: Amazon, January 5 and May 13, 2026; TechCrunch, February 4, 2026

350 Million Customers Used Alexa for Shopping in 12 Months

Over 350 million customers used Alexa for Shopping in the 12 months before Amazon’s July 30, 2026 earnings call, CEO Andy Jassy said. It runs in the Amazon Shopping app, on the website and on Echo Show, with no Prime membership or Echo device required.

Worldwide active users came close to doubling year over year in Q2 2026, and interactions rose more than 5x, per Amazon’s release. It gave no base figures for either change.

Source: Amazon, May 13, 2026 (Rufus); Amazon Q2 2026 earnings call, July 30, 2026 (Alexa for Shopping)

Amazon merged Rufus and Alexa+ into Alexa for Shopping on May 13, 2026. Most of the 12-month window predates that name, and Amazon did not split the count.

Alexa has no separate sales line in Amazon’s results or its annual revenue totals.

In the US, Alexa for Shopping users spend an average of over 40% more per order than non-users. Customers who have tried Alexa+ sign up for Prime at a nearly 25% higher rate.

Both are comparisons between customer groups. The release does not say how much of either gap the assistant causes.

Source: Amazon Q2 2026 earnings release, July 30, 2026

Where Can Alexa Users Get Alexa+ in 2026?

Source: Amazon, Alexa+ international update, September 16, 2026; Amazon, February 4, 2026 (US)

Alexa+ reached 12 countries by September 16, 2026, when Early Access opened in India. Amazon lists the US and Canada as the only markets past Early Access.

Amazon plans to add more than 10 further countries in 2027. That is a stated plan, not a completed rollout.

India’s launch came with a usage figure: customers there interacted with Alexa over 9 billion times in the prior 12 months. That counts interactions, not people.

Source: Amazon, September 16, 2026

Is Alexa+ Free for Users Outside Prime?

In the US, Alexa+ is free with Prime and costs $19.99 per month without it. Non-Prime customers also get a free text chat at Alexa.com and in the Alexa app, limited based on use.

Compatible US Fire TV devices have included many Alexa+ features at no added cost since August 19, 2026. In India, Early Access is free for all users, and Prime plan members keep it free afterward.

Source: Amazon, February 4, August 19 and September 16, 2026

US Smart Speaker Ownership Since 2017, Per Edison Research

Edison Research’s Infinite Dial 2026 puts smart speaker ownership at 39% of Americans aged 12 and older, an estimated 112 million people. The published deck covers all brands and gives no Alexa-only figure.

Ownership held between 33% and 36% from 2021 through 2025.

Edison changed its method for 2026: an online survey of 2,050 people, half from the probability-based SSRS Opinion Panel and half from a non-probability sample. The 2024 wave used phone interviews plus an online probability panel.

The rise from 35% to 39% coincided with that change. The deck does not say how much of the increase reflects the new method.

Source: Edison Research, The Infinite Dial 2026 (fielded January 2026) and The Infinite Dial 2024 (fielded January 2024)

FAQs

How many people use Alexa in 2026?

Amazon does not publish a monthly active user count. Its July 30, 2026 release cites hundreds of millions of customers using new Alexa experiences; that day’s earnings call put Alexa for Shopping at over 350 million customers in 12 months.

How many Alexa devices have been sold?

Over 600 million Alexa-enabled devices had been purchased worldwide as of January 2026, Amazon said. That is a hardware count; Amazon does not report how many of those devices remain in use.

Is Alexa+ free?

For US Prime members, yes. Others pay $19.99 per month for full access or use a limited free chat at Alexa.com and in the Alexa app. Compatible US Fire TVs have included many Alexa+ features free since August 2026.

How many countries have Alexa+?

Twelve, as of September 16, 2026: the US, Canada, Mexico, UK, Italy, Spain, Germany, Austria, France, Brazil, Australia and India. All except the US and Canada were still in Early Access.

Can Reddit users who dislike Alexa+ switch back to the original Alexa?

Yes, for now. Amazon’s upgrade emails tell users to say “Alexa, exit Alexa+.” In February 2026, Amazon gave no end date for that option and said the share of customers reverting was in the low single digits.

Sources

https://www.sec.gov/Archives/edgar/data/1018724/000101872426000024/amzn-20260630xex991.htm

https://www.aboutamazon.com/news/devices/alexa-plus-web-ai-assistant

https://www.aboutamazon.com/news/devices/alexa-plus-international-launch

https://www.edisonresearch.com/wp-content/uploads/2026/03/The-Infinite-Dial-2026-Presentation.pdf

https://www.companieshistory.com/chatbot-market-size/

https://www.companieshistory.com/ai-market-share-by-company/