Amazon Music Unlimited, Amazon's first fully-fledged music streaming service, has launched in the US, with several different subscriptions available.

Music Unlimited will be more of a rival to the streaming giants such as Spotify and Apple Music, as it has a much larger catalogue of "tens of millions" of songs from the major labels, compared to the company's Prime-only streaming service; Prime Music.

Amazon hasn't confirmed the bit-rate of its catalogue, but we'll take a guess and say it will be 320kbps, just like Spotify's Extreme tier.

Music Unlimited has launched for $9.99/month for non-Prime members and $7.99/month or $79/year ($6.58/month) for those with a Prime subscription, making it less than its main two rivals.

It was also always rumoured that the company would offer an Echo-only subscription and those rumours have come true. Amazon will offer you access to the same catalogue of music for $3.99/month, but you can only listen to it through its Echo devices: Echo, Echo Dot and Amazon Tap.

By being made available on Echo devices, you can naturally use your voice to play music. But rather than just say "Alexa, play some Steely Dan" everytime, Alexa will learn your music preferences so you'll eventually be able to just say "Play some music" and it will play personalised tracks.

If you don't know the name of a song, or who recorded it, you can also give Alexa some of the lyrics, it will work out what the song is and play it for you.

A third subscription option will be a Family Plan, which will let up to six users use the same Music Unlimited account for $14.99/month or $149/year ($12.40/month). The Family Plan isn't available yet, but will go live "soon".

To go with the launch of the new service, Amazon has given its Music app a bit of a makeover, putting more emphasis on album art and music discovery. There's a Home section that has updates from Amazon's music editors with songs and albums that are trending, the Recommended section has personalised playlists and Now Playing comes with synchronised lyrics.

While Amazon Music Unlimited has initially launched in the US, it's been confirmed it will be made available in the UK, Germany and Austria later this year.