Michelle ThompsonAmazon has introduced Alexa+, a revamped version of its virtual assistant designed for more natural interactions, aiming to be “your new best friend in the digital world.”
With AI-driven chat platforms like ChatGPT and DeepSeek gaining global popularity, Amazon seeks to capitalize on the trend. Alexa+ will be included in Prime subscriptions starting in March, while non-members will need to pay $19.99 (£16) per month. Pricing for the UK has yet to be confirmed.
Despite these enhancements, experts question whether consumers will embrace Alexa+ beyond basic functions. Ed Freed of Rapp UK noted that while smart speakers are in 25% of UK homes, many are used primarily as timers rather than AI-driven assistants. He suggested that smartphones are a more suitable platform for a truly personal AI assistant.
Panos Panay, Amazon’s head of devices and services, highlighted Alexa+’s ability to remember user preferences. For instance, if a user mentions being a gluten-intolerant vegan, future recipe recommendations will reflect this. He also promised more conversational interactions, eliminating the rigid “Alexa speak” of previous versions.
Dr. Richard Whittle of the University of Salford’s Business School described these updates as “long overdue,” pointing out that Alexa has lagged behind AI assistants like Google Assistant, Siri, and Microsoft’s Copilot, which now leverage advanced large language models (LLMs).
Dr. Gordon Fletcher, associate dean of research and innovation at the same university, noted that AI technology evolves rapidly, with new models emerging constantly. He suggested that Alexa and Echo devices have struggled to keep pace, often appearing outdated in the face of faster-moving competitors.
A shift in approach.
Amazon confirmed to the BBC that Alexa+ will launch in all regions where Alexa is currently available.
In the U.S., the service will roll out in March, with other countries gaining access later in 2025. It will be compatible with devices as old as the second-generation Echo Dot (2017) and, for screen-based models, the first-generation Echo Show 8 (2019).
Alexa+ is designed to be more advanced than its predecessor, with deeper user integration. According to Mara Segal, Alexa’s director, users will be able to share “just about anything,” including emails and photos, allowing the assistant to search through them upon request. Demonstrations showcased its ability to book taxis and restaurant reservations.
Thomas Husson, principal analyst at Forrester, sees the relaunch as an implicit acknowledgment that Amazon’s initial smart speaker strategy fell short. He noted that while subsidized Echo devices helped Alexa enter millions of homes, they failed to drive significant e-commerce growth. Amazon has reportedly invested $25 billion (£20bn) in Alexa without fundamentally transforming smart home technology.
Husson emphasized that for Alexa+ to stand out, it must effectively manage personal and household data—raising significant privacy and trust concerns.
Dr. Stuart Millar, lead AI engineer at Rapid7, believes the upgrade is necessary, as Alexa has lagged behind AI-driven assistants like ChatGPT. However, he cautioned that real-world testing will be the ultimate challenge, as past tech innovations have faced setbacks when unexpected issues emerged.
