Amazon has introduced Alexa+, its latest AI-powered assistant, at the 2025 Devices & Services event in New York City. The company showcased how this next-gen assistant is designed to make everyday tasks easier through enhanced intelligence, natural conversation, and personalized assistance. This is the Alexa we have all been waiting for.
Alexa+ is built to engage in human-like conversations without requiring users to speak in specific commands. It learns user preferences over time, remembering details like entertainment choices, dietary needs, and daily routines, which is very powerful. Beyond simple voice commands, Alexa+ can handle tasks such as scheduling events, planning trips, and managing shopping lists.
A major part of the announcement was the redesigned Echo Show interface, which introduces an adaptive display. When users approach, the screen transitions to a personalized home view, showing calendars, music recommendations, and smart home controls. Alexa+ also enhances entertainment experiences by allowing users to search for songs with vague descriptions, move music between rooms with a simple command, and even skip to specific scenes in Prime Video by referencing actors or quotes.
Security features have also been upgraded. Users with Ring subscriptions can now ask Alexa+ for a daily summary of detected events, such as package deliveries or visitors, and quickly search Ring footage using specific queries like “Did someone take out the garbage bins?”
Daniel Rausch, Amazon’s VP of Alexa and Echo, explained that Alexa+ is powered by Amazon Bedrock and leverages state-of-the-art AI models, including Amazon’s own Nova models and those from AI partner Anthropic. Alexa+ also integrates real-time information from major news organizations such as AP, Reuters, Time, and USA Today, ensuring quick and accurate responses on a wide range of topics.
“Alexa+ is that trusted assistant that can help you conduct your life and your home,” concluded Amazon Devices & Services Senior Vice President, Panos Panay. “Taking something that is so complex and making it into something that’s just a little bit simpler and definitely more accessible—it’s something Amazon is known for. Removing complexity for our customers with products that make every single day better and easier. I think you’re going to love it. When you use Alexa+, you’re going to feel it … I am so excited for you to be on this journey with us.”
Apple seems like it has a lot of work to do on Siri to catch up. Bloomberg’s Mark Gurman said, “The new Alexa+ is basically ChatGPT Voice Mode on steroids, with personality, context and memory of past conversations and people. It’s extremely impressive. It is frightening how far behind Apple is in this space.”
So what will Alexa+ cost? It will be priced at $19.99 USD per month but will be free for Prime members. No word on Canadian availability yet of course. It will roll out in the U.S. in the coming weeks, starting with households using Echo Show 8, 10, 15, and 21, with a broader release planned in the following months.
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