Amazon Announces Alexa+, a New AI-Powered Voice Assistant
Amazon has just revealed Alexa+, an updated AI-powered voice assistant designed to transform the way users interact with their devices. This new iteration of Alexa is designed to be a conversational AI capable of independently managing a variety of tasks. Set to debut in the US soon, Alexa+ will be available for free to Prime members, while others can access it for a monthly fee of $19.99. The upgraded assistant integrates various AI models and third-party services, and Amazon hopes it will breathe new life into its consumer electronics division.
Amazon’s announcement marks a significant upgrade to the Alexa platform, aiming to move it beyond simple command-response actions. The new version will be able to complete more complex tasks, such as making restaurant reservations, ordering groceries, controlling smart home devices, and navigating various web services with limited user input.
“Until this moment – right this moment — we have been limited by the technology,” said Panos Panay, Amazon’s SVP of Devices & Services, during the New York launch event.
This new release comes after significant delays. Initially announced in September 2023, Alexa+ faced development challenges that pushed its release from early 2024 to the present. Internal testing showed issues with accuracy and functionality that required extensive revisions.
The assistant utilizes multiple AI models, including Amazon’s in-house Nova model, along with technology sourced from other companies, such as Anthropic. It also integrates with numerous third-party services, including OpenTable, Spotify, Grubhub, Uber Eats, and Ticketmaster.
Amazon plans to begin early access next month, with priority given to owners of Echo Show 8, 10, 15, and 21 devices. The assistant will be available through compatible Echo devices, a new mobile app, and a browser-based experience accessible at Alexa.com.
With Alexa+, Amazon directly challenges other AI offerings from the likes of OpenAI’s ChatGPT, Google’s Gemini, and Apple’s forthcoming Siri improvements. Amazon has a significant advantage given the existing wide distribution of Alexa devices – approximately 600 million already in homes. Amazon hopes this upgrade will revitalize its consumer electronics division, which has struggled to generate substantial revenue despite high adoption rates.
