Amazon has officially entered the generative AI race with Alexa+, a next-generation version of its long-standing voice assistant. Unlike the Alexa that millions of households already know, Alexa+ has been rebuilt from the ground up with generative artificial intelligence. The result is a more natural, conversational, and personal digital companion that goes far beyond simple voice commands.
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A Smarter, More Conversational Alexa
The upgrade is not just a small step forward—it is a transformation. Amazon says Alexa+ is designed to hold free-flowing conversations, understand tone, and even tailor responses to each user. Instead of robotic replies, it can now respond with context and nuance. During demonstrations, Alexa+ was able to handle multi-step tasks like booking tickets, arranging dinner reservations, and recommending entertainment options.
Amazon’s engineers also leaned on AI to create Alexa+. Generative tools were used to write code, test features, and optimize the system. That makes Alexa+ a product built with AI as much as it is powered by it (Wired).
Rolling Out to Millions of Users
The new assistant started rolling out in early 2025. Amazon says “many millions” of users are now getting access through an Early Access Program. Prime members can try it at no extra cost, while non-Prime users can subscribe for $19.99 per month.
At launch, Alexa+ works on newer Echo devices such as the Echo Show 8, Echo Show 15, Echo Show 21, and select Echo smart speakers. It is also available through the Alexa mobile app and the web portal. Amazon has promised that wider availability will follow later this year as the company refines the service.
👉 Want to see how this compares to Amazon’s broader OS strategy? Read our coverage of Vega OS.
Early Tests Show Promise and Flaws
So how does it perform in the real world? Early testers describe Alexa+ as “smarter, but not perfect.” For example, it managed to secure concert tickets through Ticketmaster with ease, guiding users through seat selection and payment. Yet when asked to book a dinner reservation, it confused the requested date (The Verge).
The assistant also showed potential when hiring professionals through services like Thumbtack. Alexa+ could find local electricians and send requests, though it struggled to complete the booking inside the Alexa interface. In other words, the potential is there, but the polish is still on the way.
What Alexa+ Still Can’t Do
Not every feature promised at launch has arrived. Functions such as bedtime story generation, gift suggestions, and food delivery are either missing or limited. Multi-step accuracy currently sits between 30 and 60 per cent, though Amazon claims its new Nova Act engine will push reliability closer to 90 per cent.
Other promised features—like facial recognition and advanced household reminders—have been delayed. Privacy advocates have also raised questions about how much control users will have over personal data. At present, full deletion options for some data sources remain unavailable.
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The Road Ahead for Alexa+
Despite the gaps, Alexa+ signals a major shift for Amazon. The assistant is learning to understand not just words, but tone and visuals. On Echo Show devices, Alexa+ can adjust its answers based on what it sees and hears, making interactions more lifelike.
Developers will also get new AI-native tools to build custom experiences. That could mean more personalized smart home routines, new shopping options, and deeper integrations with Amazon’s growing ecosystem.
The competition is fierce. Apple is working on a more capable Siri, while OpenAI’s voice assistant technology is also advancing rapidly. Amazon is betting that its head start in the home assistant market, paired with generative AI, will help Alexa+ stand out.
Final Verdict
Alexa+ is more than an upgrade—it is Amazon’s attempt to reimagine what a digital assistant can be. Early results show an assistant that is conversational, context-aware, and capable of real-world actions. But it also shows the growing pains of a new technology still finding its footing.
If Amazon can close the accuracy gap, deliver missing features, and address privacy concerns, Alexa+ could finally fulfil the smart assistant dream that Alexa first promised a decade ago.
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