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We have observed that Amazon is introducing Alexa+, representing the most substantial update to its voice assistant since the original Alexa launched in 2014. This advanced AI assistant employs generative artificial intelligence to enable more natural interactions and improved task automation. This groundbreaking development comes at a strategic time, as consumer interest in advanced AI assistants continues to grow.
Alexa+ leverages multiple AI models available on Amazon Bedrock, creating what Amazon refers to as a “model agnostic system” that selects the appropriate AI for each specific request. This architecture enables Alexa+ to process complex requests and respond with a natural cadence rather than the scripted responses characteristic of the original Alexa.¹
We find that Alexa+ dramatically improves how users interact with their assistant. The system maintains flowing conversations without requiring wake word repetition or rigid command structures. During demonstrations, Amazon showed Alexa+ understanding casual requests like adjusting lighting or room temperature without users needing to specify exact device names or locations.
One of the most significant advancements in Alexa+ is its ability to remember previous interactions and personal preferences. This contextual understanding allows for intuitive multi-turn conversations where the assistant recalls earlier parts of the discussion. For example, after asking about weather conditions, a follow-up question like “What about tomorrow?” will be correctly interpreted without restating the complete query.²
Alexa+ introduces agentic capabilities that allow it to independently complete complex tasks that previously required extensive user guidance. The assistant can navigate websites, fill forms, and coordinate between multiple services simultaneously. For instance, it can book restaurant reservations while arranging transportation and notifying friends about the plans, all from a single request.³
Building on Amazon’s extensive smart home ecosystem, Alexa+ offers improved control over Alexa-compatible devices. Users can now create complex routines through simple voice commands without using the app. You might say, “Every morning at 7 am, turn on the coffee maker, slowly brighten my bedroom lights, and play peaceful music,” and Alexa+ will configure the automation accordingly.
The system also interprets casual references to devices, understanding that “the lamp in the corner” might refer to a device labeled differently in your system. This natural language processing reduces the cognitive load of remembering specific device names or commands.⁴
During the early access phase beginning in March 2025, Alexa+ will be available on four Echo Show devices with screens:
These devices provide optimal visual interfaces for the new dashboard and animations that accompany Alexa+ responses.
Beyond the initial Echo Show devices, Alexa+ will also be accessible through:
Amazon indicates that additional devices will receive Alexa+ support in subsequent updates, though specific timelines for older Echo models remain unannounced.
Alexa+ introduces a new pricing model for Amazon’s assistant services. Non-Prime subscribers can access the advanced features for $19.99 per month. However, in a strategic move to increase Prime membership value, the service is included at no additional cost for Prime members.⁶
This pricing approach appears designed to drive Prime membership growth while monetizing the substantial AI investment for non-Prime users. Given that Prime membership costs $14.99 monthly or $139 annually, the inclusion of Alexa+ represents significant added value.
With Alexa+‘s advanced capabilities comes an important change in how voice data is processed. On March 28, 2025, Amazon removed the option to process voice requests locally on Echo devices. All voice interactions with Alexa, including Alexa+, requires cloud processing.
Amazon stated: “The Alexa experience is designed to protect our customers’ privacy and keep their data secure, and that’s not changing. We’re focusing on the privacy tools and controls that our customers use most and work well with generative AI experiences that rely on the processing power of Amazon’s secure cloud.”⁷
Users still have options regarding their data, including choosing not to save voice recordings, though this will impact personalization features like Voice ID.
We have analyzed how Alexa+ compares to other major AI assistants in 2025. With its improved natural language processing and conversational abilities, Alexa+ now rivals Google Assistant in many respects. While Apple’s Siri benefits from deep integration with Apple devices, it has more limited smart home compatibility compared to Alexa+.
As of December 2024, Apple Siri had approximately 86 million users in the United States, while Amazon Alexa had about 71.6 million users. The introduction of Alexa+ may shift these numbers as users evaluate the enhanced capabilities against competitors.⁸
To get the most from Alexa+, we recommend:
Alexa+ introduces new ways to interact with entertainment content. Users can ask to jump to specific scenes in movies on Prime Video without manually fast-forwarding, simply by mentioning an actor, character name, or quote. For music lovers, Alexa+ can find songs without knowing the title or artist, such as “that song that played during the credits” of a particular show.
For Ring security camera users, Alexa+ provides intelligent summaries of detected events and integrates with Ring’s Smart Video Search. This allows users to ask specific questions like “Did someone take out the garbage bins?” or “When was the last time the dog went out?”⁹
Alexa+ represents a significant advancement in AI assistant technology, bringing generative AI capabilities to everyday smart home interactions. With more natural conversations, improved smart home control, and independent task completion abilities, Alexa+ aims to provide a more intuitive and helpful experience.
Since March 2025, eligible Echo Show owners have had the opportunity to experience these enhancements. The decision to include Alexa+ with Amazon Prime membership creates additional value for existing subscribers while establishing a premium tier for Amazon’s voice assistant services.
While the full impact of Alexa+ remains to be seen, it clearly shows Amazon’s commitment to advancing AI assistant technology. For users already invested in the Echo ecosystem, the upgrade offers substantial new possibilities for how they interact with their smart home technology.
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