Powered by Generative AI, Alexa+ aims to seamlessly integrate into daily routines, assisting with tasks ranging from home management to entertainment.
Panos Panay, Amazon’s Senior Vice President of Devices & Services, introduced Alexa+ on 26th February 2025, highlighting its enhanced capabilities: “Alexa+ is more conversational, smarter, personalised – and she helps you get things done.”
One of the standout features of Alexa+ is its ability to engage in natural, flowing conversations. Users can speak in casual language or explore complex topics, and Alexa+ will understand and respond appropriately. This advancement is attributed to powerful large language models (LLMs) available on Amazon Bedrock, enabling Alexa+ to orchestrate across tens of thousands of services and devices.
Alexa+ introduces ‘agentic capabilities’, allowing it to autonomously navigate the Internet to complete tasks on behalf of the user. For instance, if an appliance requires repair, Alexa+ can identify a service provider, schedule the appointment, and inform the user once the task is completed, all without further intervention.
Personalisation is a key focus of Alexa+. The assistant can remember user-specific information, such as favourite recipes, important dates, and dietary preferences, applying this knowledge to provide tailored assistance. This ensures that interactions with Alexa+ are both relevant and efficient.
In terms of accessibility, Alexa+ will be available on a wide range of devices, including Echo products, a new mobile app, and a browser-based experience at Alexa.com. This allows users to start a conversation on one device and continue seamlessly on another, with Alexa+ retaining context across platforms.
For Amazon Prime members, Alexa+ is included at no additional cost. Non-Prime members can access the service for a monthly fee of $19.99. The initial rollout is set to begin in the US next month, with plans for expansion to other regions in the future.
