diff --git a/lib/alias.js b/lib/alias.js
index fd00ce2..4708461 100644
--- a/lib/alias.js
+++ b/lib/alias.js
@@ -144,8 +144,12 @@ export default class Alias extends Now {
       await this.verifyOwnership(alias);
     }
 
-    await this.createAlias(depl, alias);
-    console.log(`${chalk.cyan('> Success!')} Deployment ${chalk.bold(`https://${depl.url}`)} ${chalk.dim(`(${depl.uid})`)} now points to ${chalk.bold(chalk.underline(`https://${alias}`))}`);
+    const { created, uid } = await this.createAlias(depl, alias);
+    if (created) {
+      console.log(`${chalk.cyan('> Success!')} Alias created ${chalk.dim(`(${uid})`)}: ${chalk.bold(`https://${depl.url}`)} ${chalk.dim(`(${depl.uid})`)} now points to ${chalk.bold(chalk.underline(`https://${alias}`))}`);
+    } else {
+      console.log(`${chalk.cyan('> Success!')} Alias already exists ${chalk.dim(`(${uid})`)}.`);
+    }
   }
 
   createAlias (depl, alias) {
@@ -156,11 +160,12 @@ export default class Alias extends Now {
         body: { alias }
       });
 
-      if (304 === res.status) return;
-
       const body = await res.json();
       if (this._debug) console.timeEnd(`> [debug] /now/deployments/${depl.uid}/aliases #${attempt}`);
 
+      // 409 conflict is returned if it already exists
+      if (409 === res.status) return { uid: body.error.uid };
+
       // no retry on authorization problems
       if (403 === res.status) {
         const code = body.error.code;
@@ -204,6 +209,8 @@ export default class Alias extends Now {
       if (200 !== res.status && 304 !== res.status) {
         throw new Error('Unhandled error');
       }
+
+      return body;
     });
   }