Amazon has launched Alexa+, an advanced voice assistant that enhances the original Alexa with capabilities powered by cutting-edge technologies like ChatGPT and Gemini. Unveiled on February 26, 2025, Alexa+ can perform diverse tasks, from grocery orders to music generation, while engaging in natural conversations. Available through Echo devices and as a subscription service, it aims to improve user experiences and compete with rivals like Google and Apple. Initial testing will begin next month in the U.S. on select Echo Show devices.
Introducing Alexa+: Amazon’s Next-Gen Voice Assistant
The tech world has been buzzing with anticipation for the latest evolution in generative AI, and Amazon has delivered. On February 26, 2025, during a presentation in New York, Panos Panay, the Vice President of Echo Products, unveiled the highly awaited Alexa+, a smarter and more capable version of its popular voice assistant. This move marks Amazon’s strategic foray into the competitive AI landscape, following the advancements made by its rivals.
Enhanced Features and Capabilities of Alexa+
Alexa+ stands as a groundbreaking iteration of the original Alexa, powered by advanced technologies like ChatGPT and Gemini. With competitors like Google transitioning from Google Assistant to Gemini and Apple integrating ChatGPT into Siri, Amazon is now set to replace the traditional Alexa with Alexa+. The new assistant draws on Amazon’s proprietary Nova model, alongside Anthropic’s offerings, allowing it to tackle a diverse array of tasks efficiently.
This intelligent assistant is not just about basic commands like setting timers or playing music; Alexa+ enables users to order groceries, send invitations to friends, and even store personal preferences such as dietary restrictions and cultural interests. With the ability to engage in natural conversations, Alexa+ can be activated simply by calling its name. During its unveiling, Amazon showcased Alexa+’s vision capabilities, demonstrating its ability to take and analyze photos.
Furthermore, Alexa+ can browse the internet for real-time information, assisting users with tasks like checking concert ticket availability, making dinner reservations, or planning vacations. Amazon has partnered with hundreds of news organizations to enhance its information retrieval capabilities. Users can also delegate email and document management to Alexa+, which can extract crucial information and summarize documents, all while updating calendars based on specific requests.
One of the standout features of Alexa+ is its music generation capabilities, powered by the Suno tool, which can create instrumental tracks or songs with lyrics. However, it’s important to note that this feature is currently under scrutiny by major music labels, including Universal, Warner, and Sony, due to music training rights.
Available on Echo devices, the Alexa mobile app, and web browsers, Amazon plans to offer Alexa+ as a subscription service for $19.99 per month, while Amazon Prime members will enjoy complimentary access. As of now, Alexa+ is set to launch in the United States exclusively on select Echo Show devices, with initial user testing commencing next month. No announcements have been made regarding its availability in France.
With Alexa+, Amazon aims to enhance existing routines, allowing for more complex commands without the need for additional applications. Users can now control music playback by simply requesting, “Play music in the kitchen,” and find favorite scenes from Prime Video by naming actors, situations, or quotes, which can then be displayed on Fire TV.
Another innovative feature is the ability of Alexa+ to provide summaries of events captured by Ring cameras throughout the day, allowing users to inquire about specific occurrences, such as “Did someone take out the trash?” or “When did the dog go out last?”
So, what’s in it for Amazon? The company aims to boost sales of its connected speakers and screens while responding to competition from Google Home devices equipped with the Gemini assistant. Panos Panay remains optimistic about Alexa’s future, noting a 20% increase in usage in 2024 compared to the previous year.
To facilitate this transition, Panay also introduced a revamped user interface for the Echo Show, particularly on larger models. When users are at a distance, the screen will display photos, transitioning to the home screen with access to the family calendar, music recommendations, and controls for connected devices as they approach.