Amazon has officially introduced Alexa+, a revamped version of its popular voice assistant. The company unveiled the upgraded assistant on Wednesday, positioning it as a more conversational and proactive tool. Alexa+ can now understand user preferences and even take action on their behalf. Unlike its predecessor, this new version is designed to handle complex tasks, such as booking concert tickets or reserving a favorite restaurant, rather than simply responding to commands. Amazon has also structured its pricing model to incentivize adoption. While the service will cost $19.99 per month, it will be free for Amazon Prime members, with early access beginning next month.
The launch of Alexa+ comes as tech giants compete to redefine virtual assistance with AI-driven capabilities. Since the rise of OpenAI’s ChatGPT and Google’s Gemini in 2022, companies have been racing to develop AI agents. These new virtual assistants can take independent actions, such as making purchases or handling customer service tasks. With this in mind, Amazon has focused on making Alexa+ not just smarter, but also more personalized. Traditional chatbots primarily provide general information. Alexa+, however, integrates a user’s personal data across apps, devices, and services to deliver highly contextual responses. This approach mirrors similar strategies taken by Apple and Google. Both companies are working to make their assistants more personalized and proactive.
To showcase its new capabilities, Amazon released a preview video with several demonstrations. Alexa+ can track the number of books a user has read, reserve a regular dinner spot, and even alert users when tickets for their favorite artist become available. By leveraging personal history, it can remember preferences and anticipate needs. Amazon hopes this feature will differentiate Alexa+ from competitors like ChatGPT. The assistant also introduces a new ability to interpret its surroundings using an Echo Show device. This tablet-like smart speaker comes equipped with a camera. In one demonstration, Panos Panay, Amazon’s head of devices, pointed the camera at an audience and asked Alexa whether the crowd looked excited. The assistant responded, “From what I can see, those 250 folks look pretty fired up.” This context-aware capability suggests a shift toward a more interactive and adaptive assistant.
In addition to recognizing its environment, Alexa+ is now better at understanding natural language and context. Users no longer need to issue structured commands like “lower the volume.” Instead, they can say something more conversational, such as “play music but don’t wake the baby.” This advancement is powered by generative AI and large language models. These are the same technologies behind industry-leading AI systems like ChatGPT. While Amazon’s ambitions for Alexa have always been high, technological limitations had previously held back its full potential, according to Panay. The latest advancements in AI have now unlocked new capabilities. This allows Alexa+ to evolve beyond a basic voice assistant.
Amazon is not alone in this race. Apple is enhancing Siri with personal data integration. Google’s Gemini aims to function as a true AI agent. Although Amazon’s strategy aligns with industry trends, Alexa+ represents a crucial upgrade. This could help the company keep pace with its competitors. Amazon first launched its Echo smart speaker in 2014, and Alexa quickly became a household name. Despite its popularity, the company struggled to monetize its hardware division. Initially, Amazon hoped users would rely on Alexa to make Amazon purchases. Instead, most consumers used it for simple tasks like setting alarms and playing music. According to The Wall Street Journal, this misalignment has resulted in billions of dollars in losses for Amazon’s Echo business.
With Alexa+, Amazon is clearly looking to reverse that trend. The company aims to make the assistant more capable and useful in daily life. At the same time, the rise of AI-powered chatbots like ChatGPT has shifted consumer expectations. This has forced Amazon to rethink its approach to virtual assistance. One area where Alexa+ could have a distinct advantage is its deep integration with Amazon’s ecosystem. Unlike standalone AI chatbots, Alexa+ works seamlessly with Amazon devices and services. These include Fire TVs and Ring cameras. Users will be able to ask Alexa for updates on household activities. They can check whether someone took the dog out or what happened while they were away. Additionally, by offering Alexa+ for free to Prime members, Amazon could further strengthen its $15-per-month Prime subscription model. This makes it an even more attractive service.