Amazon has announced the launch of Alexa+, its next-generation AI assistant, which will be integrated into a new lineup of Echo, Kindle, Ring, and Fire TV devices. The company says Alexa+ is powered by generative AI and designed to offer more natural conversations and personalized experiences.
“Alexa+ is more conversational, smarter, personalized—and she helps you get things done. She keeps you entertained, helps you learn, keeps you organized, summarizes complex topics, and can converse about virtually anything. Alexa+ can manage and protect your home, make reservations, and help you track, discover, and enjoy new artists. She can also help you search, find or buy virtually any item online, and make useful suggestions based on your interests. Alexa+ does all this and more—all you have to do is ask,” Amazon stated in its announcement.
The company highlighted that conversations with Alexa+ are intended to feel “expansive and natural,” with the assistant understanding informal speech as well as complex ideas. According to Amazon: “Whether you’re speaking in half-formed thoughts, using colloquial expressions, or exploring complex ideas, Alexa+ understands what you mean, and responds like a trusted assistant.”
Alexa+ uses large language models (LLMs) available on Amazon Bedrock as its foundation but extends beyond that by orchestrating actions across thousands of services and devices through a system called “experts.” These experts combine systems, APIs, capabilities and instructions to accomplish specific tasks for users.
With these capabilities in place—supported by partnerships with companies such as Philips Hue for smart lighting control or OpenTable for reservations—Alexa+ aims to handle tasks ranging from managing smart homes to ordering groceries from providers like Amazon Fresh or Whole Foods Market.
The new agentic features allow Alexa+ to navigate the internet independently on behalf of users. For example: “Let’s say you need to get your oven fixed—Alexa+ will be able to navigate the web…arrange the repair…and come back to tell you it’s done—there’s no need to supervise or intervene.”
Personalization is another key aspect of Alexa+. The assistant can remember user preferences—including shopping habits or dietary needs—and use them when making recommendations or taking action. As described by Amazon: “You can tell her things like family recipes…facts…dietary preferences…and she can apply that knowledge.”
Alexa+ will be accessible not only through home devices but also via a mobile app (available in both major app stores) and a browser-based experience at Alexa.com. Users can continue conversations across different endpoints without losing context.
Privacy remains an important consideration for the platform; interactions are centralized within an Alexa Privacy dashboard built on AWS infrastructure.
The service costs $19.99 per month but is included at no extra charge for Amazon Prime members—a move that adds further value alongside existing benefits such as fast delivery speeds on millions of items (many eligible for same-day delivery), exclusive deals during events like Prime Day and entertainment options such as Prime Video.
“Alexa+ costs $19.99 per month, but all Amazon Prime members will get it for free. Alexa+ is the newest Prime benefit…” according to the release.
