Amazon has altered its subscription services for Echo devices, introducing an 'Alexa+' subscription and increasing the number of advertisements on Echo Show screens, which has led to significant backlash from users. Non-Prime members are now charged $19.99 per month for the new AI-powered Alexa+, while the service is included for Prime members. A major point of contention for many users, particularly Prime subscribers, is the increase in ads, as they feel the value of their Prime membership is being diminished by the loss of a previously ad-free experience on their devices. This move is part of a broader monetization strategy for the company, which has seen losses in its devices division. The company's Prime Video service has also seen a steady increase in ad time throughout the year.