In February 2025, Amazon announced the launch of Alexa+, a significant upgrade to its virtual assistant powered by generative artificial intelligence (AI). This next-generation AI assistant aims to enhance user interaction by being more conversational and capable than its predecessors. Users can expect Alexa+ to perform a variety of tasks, including making reservations, controlling smart home devices, ordering groceries, and even scheduling repairs through independent web searches . The introduction of Alexa+ is part of Amazon's strategy to revitalize the perceived stagnation in its virtual assistant offerings and compete effectively with other advanced platforms.
On Wednesday, Amazon said it was giving Alexa a new brain powered by generative artificial intelligence. The update, called Alexa+, is set to make the virtual assistant more conversational and helpful in booking concert tickets, coordinating calendars and suggesting food to be delivered. Alexa+ will cost $19.99 a month or be included for customers who pay for Amazon’s Prime membership program, which costs $14.99 a month. It will begin rolling out next month.
“Until right this moment, right this moment, we have been limited by the technology,” Panos Panay, the head of Amazon’s devices, said at a media event. “Alexa+ is that trusted assistant that can help you conduct your life and your home.”
The enhanced Amazon virtual assistant will roll out in early access starting next month with only four Amazon Echo devices, at least for now. The company hasn’t ruled out the possibility of other products getting Alexa Plus but has included four Echo products that come equipped with a screen—which would provide the best Alexa Plus experience with the new dashboard and intuitive animations.
The new Alexa is highly personalized and offers further customization options. She tracks your purchases, listening habits, viewing history, shipping address, and payment preferences. Additionally, you can ask her to remember details that enhance your experience, such as family recipes, important dates, facts, and dietary preferences. For instance, if you're planning a family dinner, Alexa can recall that you love pizza, your daughter is vegetarian, and your partner is gluten-free, helping you find a suitable recipe or restaurant.
In addition to the user-facing improvements, Amazon has introduced new software development kits (SDKs) tailored for developers working with Alexa+. These SDKs—Alexa AI Action SDK, Alexa AI Web Action SDK, and Alexa AI Multi-Agent SDK—facilitate seamless integration of third-party services into the platform . This initiative not only enhances the functionality available through Alexa+ but also fosters an ecosystem where developers can create personalized experiences that cater specifically to individual user needs.
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