Amazon is exploring the idea of charging customers $5-$10 a month for a premium version of its Alexa voice assistant, as reported by Reuters. While this isn't the first time such a plan has been discussed, Amazon is now focusing on integrating generative AI into Alexa to boost its capabilities. The company has struggled to make a profit from Alexa despite selling half a billion devices globally. Amid increasing competition from other AI solutions, Amazon is aiming to generate new revenue streams from Alexa. The proposed upgrade, dubbed "Remarkable Alexa," is expected to offer more features and advanced AI options for a monthly fee. Despite recent job cuts in the division, Amazon is pivoting towards enhancing Alexa's capabilities to stay competitive in the AI market. While the company is yet to confirm the pricing or launch date, current Alexa users have a variety of customization options available.