Amazon Unveils Alexa+: A New Era of AI for Your Home
The tech giant upgrades its virtual assistant with generative AI capabilities.
A Next-Generation Assistant
Amazon has introduced a major update to its renowned virtual assistant, Alexa. The Alexa+ project, which began in 2025, is now built on generative artificial intelligence, utilizing models such as Anthropic’s technology and Amazon’s proprietary AI system, Amazon Nova. According to the company, this new version is significantly smarter and more conversational than its predecessors, allowing it to handle complex tasks and provide a personalised experience for users.
Alexa+ is designed as a multifunctional assistant capable of managing tens of thousands of services and devices. It is available on Amazon Echo smart devices, Fire TV, the company’s new-generation tablets, as well as through a dedicated application and the website alexa.com.
Capabilities and Functionality
One of the key innovations in Alexa+ is the "expert" system—specialised groups that handle specific types of tasks. Users can choose from four conversational styles: Brief, Chill, Sweet, and Sassy. Additionally, the assistant features agentic functions, meaning it can navigate the internet and perform tasks in the background.
For example, through integrations with services such as Ticketmaster, Uber, Grubhub, and OpenTable, Alexa+ can plan an entire evening: booking a restaurant table, purchasing concert tickets, calling a taxi, and even ordering dessert. However, despite these ambitious plans, early users have noted that the system still experiences errors, data processing delays, and occasional unstable responses.
Access and Subscription Terms
Alexa+ is free for active Amazon Prime members, who simply need to ask their device to update the system. For those without Prime, there is a separate subscription plan costing $19.99 per month. Interestingly, the standard Amazon Prime membership costs $14.99 per month, making it the more cost-effective choice as it also includes free shipping and other services.
At this stage, full functionality is available only in the US and Canada, while other countries, including much of Europe, have access only to early-access programmes. Amazon is actively working to expand its geographical reach. Although the technology is still in its "growth phase," it represents a significant step toward automating smart home management and integrating artificial intelligence into daily life.