Amazon has introduced an all-new generative AI assistant, Alexa+, at a live event in New York on Wednesday, February 26, 2025. Unlike the Alexa devices we already know, this upgraded AI is described as being “more conversational, smarter, personalized – and she helps you get things done.”
It is a large language model (LLM) that introduces agentic capabilities. The company says it created a concept called ‘experts’—groups of systems, capabilities, APIs, and instructions to accomplish specific tasks. Through these ‘experts,’ Alexa+ can control your smart home, make reservations or appointments, explore discographies and play music from providers, order groceries or delivery, and remind you when tickets go on sale.
Panos Panay, Senior Vice President of Devices & Services, stated: “With 600 million Alexa devices now out in the world, the latest advancements in generative AI have unlocked new possibilities—enabling us to reimagine the experience in our pursuit of making customers’ lives better and easier every day.”
Alexa+ appears to be a smoother version of what the brand already offers in terms of conversational ability. It can pick up half-formed thoughts or follow along when using colloquial expressions or complex ideas. The assistant leverages state-of-the-art architecture that connects LLMs, agentic capabilities, third-party services, and more to users’ devices and apps.
How to Access Amazon’s New Alexa+
With so many households already owning the original product, customers will be able to access Alexa+ through a new mobile app and a browser-based experience. The AI tool will first start rolling out in the United States in the next few weeks during an early access period, followed by coming out in waves over the coming months.
People who own Echo Show 8, 10, 15, or 21 devices will be prioritized during the early access period. The company has not stated when the AI’s usage will be expanded for worldwide users, but customers can click to be notified when free early access is available to them. Alexa+ will also become the newest Prime benefit—it is free for Amazon Prime members. Otherwise, it will cost $19.99 per month.
The introduction of Alexa+ represents a significant leap forward for Amazon’s voice assistant ecosystem. By embedding generative AI directly into the assistant, Amazon aims to make interactions more natural and capable. The 'experts' system allows Alexa+ to handle complex, multi-step tasks that previously required manual intervention or separate apps. For instance, users can ask Alexa+ to plan a dinner outing, and it will handle reservations, dietary preferences, and even suggest music playlists for the drive.
Amazon’s move also intensifies competition in the AI assistant space, where rivals like Google and Apple have been integrating similar large language models. With 600 million devices already in homes, Amazon has a massive installed base to upgrade. The early access period for Echo Show owners will provide crucial feedback and help refine the assistant before a broader rollout.
As generative AI continues to evolve, Alexa+ exemplifies how voice assistants can become more proactive and context-aware. The combination of personalization, agentic capabilities, and third-party integrations positions Amazon to offer a truly intelligent household companion. Pricing as a Prime benefit also aligns with the company's strategy to increase subscription stickiness, while the standalone $19.99 per month option makes it accessible to non-Prime users.
Overall, Alexa+ marks a new chapter for Amazon’s voice assistant, promising to make daily tasks simpler and more intuitive through the power of generative AI.
Source: ReadWrite News