Amazon’s new and improved Alexa experience, Alexa+, starts at $19.99, or free for Prime members. Amazon says that it will roll out in early access beginning next month, and then will come to a wider group of users in waves over the subsequent months.

As part of the launch of Alexa+, Amazon is debuting Alexa.com, a new web experience that’s designed for “long-form” work. It’s also introducing a refreshed Alexa mobile app with a new interface and functionality.

“Today with generative AI and a completely re-architected Alexa, we’re moving the world from chatbots to something entirely new,” Amazon’s devices and services chief Panos Panay said onstage.

At $19.99, Alexa+ is competitive with other generative AI-powered chatbots on the market. Both OpenAI’s entry-level paid ChatGPT plan and the premium version of Google’s Gemini assistant, Gemini Advanced, also cost $19.99.