Users who want to utilize Alexa devices to their utmost level can hire the subscription from the alexa.amazon.com page. If you are interested in any plan you can also take it after the setup process of your Alexa device. If a user is upgrading his plan, first he has to make sure that he has to cancel the current plan then you need to take a new plan otherwise a user will be charged with the monthly subscription fee. A user can upgrade and degrade any plan using the web interface of the Amazon Alexa device