Amazon is leveraging its Alexa technology to enhance its digital grocery shopping capabilities.
In late February, the tech giant introduced Alexa+, incorporating generative AI to provide users with advanced personal assistant tools. This move comes as Amazon looks to expand its digital and omnichannel experiences in the grocery sector.
One of Alexa+’s key features includes the ability to order groceries directly from Amazon Fresh and Whole Foods Market. Furthermore, the technology can facilitate delivery orders from Grubhub and Uber Eats. Alexa+ also tracks past purchases, making it easier for users to reorder frequently bought items. According to a press release, users can utilize Alexa+ “to remember things that will make the experience more useful,” such as individual recipes and dietary preferences.
While Amazon’s recent revamp of Amazon Fresh supermarkets has emphasized a return to traditional grocery shopping, the introduction of Alexa+ harnesses the digital and omnichannel experiences Amazon has successfully implemented across other parts of its business.
Alexa+ is available at no cost to Prime members. For non-members, the service is priced at $19.99 per month. The new feature is accessible via a dedicated mobile app and a browser-based platform at Alexa.com. Moreover, Amazon’s Echo devices will support the new AI technology.
As stated by Amazon on February 26, the technology began its U.S. rollout in the following weeks. The initial phase involved an early access period, followed by a broader implementation over several months.
