Amazon has finally unveiled Alexa Plus, its generative AI-enhanced voice assistant that has been in development for over a year. The upgraded assistant aims to eliminate much of the friction typically associated with smart speakers by enabling more natural conversations and expanded capabilities.
Free for Prime Members, New Features for Everyone
In a major boost for its subscription service, Amazon announced that Alexa Plus will be free for Prime members, who already pay $14.99 monthly or $139 annually. Non-Prime users can access the new assistant for $19.99 per month. The service will initially be available through an early access program rolling out next month, during which it will be free for all participants.
The company says the new assistant will work with “almost every” Alexa device released so far, beginning with the Echo Show 8, 10, 15, and 21. A new Alexa app and website will accompany the release, with the latter supporting what Amazon calls “longform work.”
What Makes Alexa Plus Different
During the launch demonstration, Amazon showed off numerous capabilities that significantly expand beyond current Alexa functionality:
- Instead of isolated commands, users can have ongoing conversations without repeatedly saying “Alexa”
- The assistant can remember personal details like dietary requirements and entertainment preferences
- It can take action by ordering groceries, sending invitations, and booking reservations
- Vision capabilities allow it to analyze images and documents, including handwritten notes
- Smart home integration is deeper, with the ability to reference camera feeds and create custom routines
Amazon SVP of devices and services Panos Panay demonstrated these features by asking, “Has anyone walked the dog recently?” — Alexa Plus referenced smart home cameras to confirm someone had.
Visual Redesign and “Alexicons”
For Echo devices with screens, Amazon has redesigned the interface with customizable widgets and dedicated smart home controls. During conversations, a fluctuating blue bar appears at the bottom of the screen, which Panay described simply as “is Alexa.”
These visual elements, which Amazon calls “Alexicons,” are meant to express personality through animations and icons. The company clearly hopes these touches will make interacting with Alexa Plus feel more natural and engaging.
Multiple AI Models Working Together
Rather than relying on a single AI system, Alexa Plus uses what Amazon calls a “model-agnostic” approach. It leverages Amazon’s own Nova model and those from partners like Anthropic, selecting the best system for each specific task.
This flexibility powers what Amazon describes as “hundreds of models” it calls “experts,” enabling day-one capabilities across various domains. These experts can interact with services from companies including Uber Eats, Sonos, Wyze, Zoom, Xbox, Plex, Dyson, Bose, Grubhub, and Ticketmaster.
For content and information, Alexa Plus draws from partners including The Associated Press, Politico, The Washington Post, and Reuters. The company demonstrated this by having Alexa answer questions about the Boston Red Sox and track ticket availability over time.
Creative Features and Partnerships
Beyond practical functions, Alexa Plus includes some creative capabilities popularized by other AI systems. Users can ask it to make up stories or generate AI art. Through a partnership with AI song generator Suno, Alexa Plus can even create songs on demand — the demonstration featured an AI-generated country song about a bodega cat.
A Rocky Road to Launch
Amazon first announced plans to “supercharge” Alexa with AI in September 2023, making ambitious claims about contextual understanding and automated routines. However, reports emerged by June 2024 that the company was struggling to realize these goals, with some employees departing over doubts about the project’s viability.
The devices team also experienced significant leadership changes, with longtime chief Dave Limp being replaced by Panay, who previously led Microsoft’s Surface division.
Competitive Landscape
Alexa Plus enters a crowded field of AI assistants including Google’s Gemini, OpenAI’s ChatGPT, and Apple’s upcoming Siri upgrade. However, Amazon may have an advantage through its established Echo device base, potentially bringing generative AI to millions of homes faster than competitors.
The original Alexa launched in 2014, when the smart speaker category was still new. Today’s landscape is much more competitive, but Amazon is betting that its combination of AI capabilities and smart home integration will help maintain its position in the market.
With early access beginning next month, consumers will soon be able to judge whether Alexa Plus delivers on its promises and whether Amazon has successfully reinvented its voice assistant for the AI era.
