Amazon has set up a Prime Day hub for its new Alexa+ Echo devices. Everything is full price.
Amazon's early Prime Day landing page features its latest Echo speakers and smart displays, all running the refreshed Alexa+ software. None of it is discounted. The actual sale starts June 23. This is a well-worn Amazon playbook: surface new hardware in the pre-sale window to generate traffic, then let impatient buyers pay retail while everyone else waits two weeks for the markdown.
Echo hardware has historically been a reliable Prime Day target, and there is no reason to think this year is different. If you are considering an Alexa+ upgrade, waiting until June 23 costs you nothing. Amazon wants the Alexa+ rollout to feel like a launch event; the deals are what make it worth watching.
Whether Alexa+ itself justifies an upgrade is a separate question — one Amazon would rather you not linger on before checkout.