Amazon rolled out their very own music streaming platform today. For just US$9.99 a month, Amazon Music Unlimited will give you access to a catalogue of tens of millions of songs, from both mainstream and indie labels. Those who own Amazon Echo devices will be able to access the service for US$3.99 instead, but there are stipulations to this discount – like only being able to use the service from the Echo device. A full payment lets you use it on almost any of the devices you own.

Amazon Prime members also gets a discount, but at US$7.99, it’s hardly substantial. Still, that makes it cheaper than Spotify Premium or even Apple Music. Amazon Music Unlimited’s differentiating feature seems to be its integration with the rest of Amazon’s products and services. Most notably its ability to work with Echo and Alexa, the voice assistant. You could ask for the latest song from a particular artist, or request songs that fit a particular mood or occasion. All with the power of your voice.

A family plan for up to six participants is in the works too, which will work out to US$14.99 a month or $149 annually.