Amazon’s Alexa+ Launches in Canada and is Available Now

After months of US exclusivity, Alexa+, the next-generation AI assistant, is finally available in Canada. This follows after a brief stint where select Canadians were able to take part in external beta testing. Starting today, Alexa+ is being made available in Early Access, rolling out in waves “over the coming months.”

Alexa+ is coming to all Amazon Prime members in Canada, starting today. The company confirmed during a Toronto-based event. Today, I got to learn about how Alexa+ is entering the Canadian market and what users are able to expect. As part of the rollout, early access is being granted to customers who purchase a new Echo smart display or smart speaker in Canada. Existing Echo users can request Early Access without purchasing a new device.

Earlier this year, Alexa+ was introduced as Amazon’s “most advanced assistant.” As an iterative and evolutionary step forward from the existing Alexa assistant, the new version is able to use powerful large language models (LLMs) to be more conversational, control smart home devices more efficiently and coordinate across “tens of thousands of connected devices and services” to help manage your day-to-day life.

Earlier, iPhone in Canada reported that one of the challenges to bringing Alexa+ to Canada was localization. A big part of how Alexa+ can interact and communicate is by understanding Canadian inflections as well as delivering information specific to the Canadian market. For instance, the LLM not only has to be trained to deliver weather information in Celsius and spell words like “colour” correctly. Alexa+ also has to be able to interact using the French Canadian language.

One of the most novel use cases I saw was how Alexa+ can control smart home devices. For instance, Alexa+ can turn on your office’s smart lights without you having to list the names of each device. It can also interact with other smart devices in a more natural, conversational way. Rather than specific commands, users can call on Alexa to control said devices and add additional prompts without having to use such rigid commands. So, rather than saying “Alexa, turn on the heat” and “Alexa, adjust temperature to 18 degrees,” users can say “I’m cold,” and Alexa+ will turn on the heat. Alternatively, users can say “It’s dark,” and the lights will then be turned on automatically.

Much of what Alexa+ hinges on is routines. Users can set routines through the Alexa app or create one using an Echo device. Over time, Alexa+ learns your preferences, routines, and favourites. Whether it’s asking Alexa to “play my favourite artist” or suggest a recipe based on diet, the AI assistant can do that by learning more about you. You can also set routines entirely by voice so that if your day starts at 7 AM, Alexa can provide weather, adjust the lighting and play your favourite playlist to get you ready for the day.

Earlier, iPhone in Canada reported that one of the challenges to bringing Alexa+ to Canada was localization. A big part of how Alexa+ can interact and communicate is by understanding Canadian inflections as well as delivering information specific to the Canadian market. For instance, the LLM not only has to be trained to deliver weather information in Celsius and spell words like “colour” correctly. Alexa+ also has to be able to interact using the French Canadian language.

Alexa+ is designed to sound Canadian. Amazon has developed an entirely new voice for Alexa+, which is made to be more humorous and personal. The AI assistant will throw out the odd “Eh” and reference to Tim Hortons for added authenticity. Alexa+ offers real-world assistance. For instance, after providing recipe suggestions based on your personal preferences, dietary restrictions, and habits. Alexa+ can add required ingredients to your Amazon cart to simplify your day. Plus, the AI assistant can create a curated playlist for cooking in the kitchen. 

As part of the Amazon umbrella, Alexa+ is able to communicate and integrate itself across Amazon Music, Prime Video, Ring, etc. However, Amazon is actively working with partners to support Alexa+ far outside of its ecosystem. While not divulging the entire partnership list, I was able to verify that OpenTable is being supported. Alexa+ can book a reservation on your behalf at a local restaurant.

Additionally, users can plan a trip with Fodor’s with recommendations and a curated itinerary created by Alexa+. With a connection to CBC, the latest Canadian news can also be delivered as part of your routine. Amazon also confirms that Uber Eats, Yelp, Suno and TripAdvisor services are “coming soon.” Sadly, there’s no timeline for when additional services and integrations will be added.

One of the most important things to consider with Alexa+ is user privacy. When asked, Amazon did state that a lot of the queries are being processed through Amazon’s servers and relayed back to the Echo device. However, the new array of Echo devices can process a lot more locally. So, it’s best to keep this in mind when using Alexa+. All interactions (attachments such as emails or photos, notes, and voice recordings) can be reviewed using the Alexa Privacy dashboard. Customers can control microphone and video settings to their discretion with the Echo devices offering visual indicators of when Alexa is listening.

Alexa+ is confirmed to be available across Echo devices, including those recently launched this summer. Brand new Echo devices,  like the Echo Dot Max and Echo Studio, have been built from the ground up to support Alexa+. So, the new Echo Show 8, Echo Show 11, Echo Dot Max and Echo Studio all come with Alexa+ access right out of the box for Canadians.

Of course, Alexa+ is being made available to Prime subscribers. In Canada, a Prime membership is available for $9.99/month. Alternatively, non-Prime customers can purchase Alexa+ access for $27.99/month once the Early Access period has concluded.