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More Than a Million Users Now Use Amazon’s AI-Powered Alexa+

Prime Highlights

  • More than 1 million users can now use Amazon’s AI-powered assistant, Alexa+, in early access.
  • The wider release this summer features Alexa+ as part of Prime membership and available to others at $19.99/month.

Key Facts

  • Alexa+ employs large language models to manage natural conversations, perform complex tasks, and provide proactive recommendations.
  • It is first available on Echo Show devices, with rolling out to all Echo devices in the months ahead.
  • The system directs tasks to the most performant AI models through Amazon’s Bedrock platform.

Key Background

In February 2025, Amazon released Alexa+, a new generation voice assistant that uses generative AI and is designed to do much more than simple voice commands. As a genuinely “agentic” assistant, Alexa+ can have human-like conversations, understand context, and perform multiple-step tasks on its own like ordering food, scheduling appointments, or controlling smart home automation.

The assistant was constructed on a model-agnostic platform stored on Amazon Bedrock. This enables Alexa+ to draw from numerous large language models—Amazon’s own Nova and third-party models like Anthropic’s Claude—depending on which best suits the user’s query. Alexa+ doesn’t just respond to questions; it also proactively initiates action, like reminding users of scheduled events or recommending dinner suggestions based on past choices.

One highlight of Alexa+’s development was how Amazon employed AI within the company itself—programming code, testing, and measuring performance. Even CEO Andy Jassy has hinted that such a level of efficiency would revolutionize engineering at Amazon in the coming years.

Since its soft launch in March 2025, Alexa+ has gradually rolled out to users with compatible Echo Show devices. By June, the early access group surpassed one million users, up from 100,000 in May. While early users praise the more fluid and natural responses, some note missing features like visual recognition and certain smart-home controls still being refined.

Amazon said that Alexa+ would be included free with Prime subscriptions, but will cost $19.99 per month for non-Prime members. Its full rollout in the U.S. is set for this summer, with other countries to follow later in 2025. All Echo hardware will get support at some point.

While Google and Apple, its technology competitors, are also developing their AI assistants, Amazon is placing its bet on Alexa+’s proactive and self-reliant features to regain leadership in smart assistants. If it succeeds, Alexa+ will revolutionize the way people engage with technology in everyday life.

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