Amazon introduces Alexa+, boasting advanced chat features that mimic human conversation
Amazon has unveiled its next-generation AI assistant, Alexa+, on August 7, 2025. This advanced voice assistant, utilising generative AI for natural conversations, requires no repetition of the wake word "Alexa".
The U.S. rollout of Alexa+ commenced in late February 2025 during the Early Access period, prioritising Echo Show 8, 10, 15, and 21 device owners. As we move forward, additional customers will be integrated in subsequent waves over the coming months.
Amazon emphasises that Alexa+ incorporates built-in privacy protections and security measures. It offers personalised experiences through voice ID and visual ID systems on compatible Echo Show devices.
Alexa+ is available at no additional cost to Prime members, while non-Prime customers face a monthly subscription fee of $19.99. Amazon positions Alexa+ as a new Prime benefit, providing the service at no extra cost to Prime members.
The integration with thousands of services includes Philips Hue, Roborock, OpenTable, Vagaro, Amazon Music, Spotify, Apple Music, iHeartRadio, Amazon Fresh, Whole Foods Market, Grubhub, and Uber Eats. The conversation system maintains context across multiple requests once the blue light bar appears on compatible devices.
The integration with Amazon's broader advertising ecosystem suggests potential advertising opportunities within the enhanced voice assistant experience. However, Amazon has not detailed specific advertising integration plans for Alexa+.
Cross-device continuity features create new touchpoint opportunities for marketers working within Amazon's advertising infrastructure. Conversations initiated on one device continue seamlessly across other compatible endpoints within the ecosystem.
The personalised For You widget combines tailored notifications with interest-based suggestions, delivering updates on previously queried topics and providing conversation prompts. Echo Show 15 accommodates up to six standard-sized widgets, while Echo Show 21 supports eight widgets on the home screen interface.
Current language support remains limited to English for customers in the United States, with device language settings required to be configured as "English United States" for compatibility. Prospective users can register for Early Access consideration through amazon.com/newalexa.
Amazon positions Alexa+ as a response to advancing conversational AI capabilities from competitors. The integration with Amazon DSP optimization capabilities may provide new advertising opportunities within the enhanced voice assistant experience. However, the Senior Vice President leading the development of Alexa+ at Amazon remains unnamed in the search results.
