Wednesday

07-09-2025 Vol 2016

Amazon’s Alexa+ Rolls Out to Over a Million Users During Early Access

Amazon’s upgraded digital assistant, Alexa+, has reached over a million users as invites continue to roll out to those on the waitlist. This new iteration of Alexa, first announced in February, is still not publicly available but is generating considerable interest and excitement among potential users.

Beginning as a way to test the generative AI-enhanced service, the invites are being sent to customers who had previously signed up when the service launched. Recently, many have taken to social media to announce their receipt of an invitation to try Alexa+, which boasts more natural and personalized interactions along with improved smart home integration and enhanced capabilities made possible through AI.

During its Early Access phase, Alexa+ is available for free, although Amazon has indicated it will remain free for Prime members after the service publicly launches. Non-Prime users will be charged $19.99 per month once the service is fully available to the public.

As for the rollout of invites, Amazon has committed to issuing them in waves over the coming months. Back in May 2025, Amazon CEO Andy Jassy shared that Alexa+ had attracted over 100,000 users, a sharp increase from its initial rollout but still only a small fraction compared to the 600 million Alexa devices sold worldwide.

With Alexa+, Amazon is aiming to leverage generative AI to create a more dynamic consumer experience, thereby opening new monetization avenues for the company. Although Amazon was initially a leader in the smart home and voice assistant market with Alexa-powered Echo devices, it struggled to turn that success into a sustainable revenue stream. In recent years, the rise of generative AI applications, particularly noted by services like ChatGPT, overshadowed Alexa, which began to seem outdated and limited.

To tackle these challenges, Alexa+ introduces several new features that enhance user interaction. Users can now converse with the assistant in more natural language, allowing for requests to be made in a conversational tone. For example, saying, “It’s too cold in here,” can prompt Alexa to automatically adjust the smart thermostat without the need for rigid command structures.

Moreover, the new assistant makes creating routines easier, enables users to search through footage from their Ring cameras, and allows for interruptions or shifts in conversation with the assistant, adding to a more fluid interaction.

Personalization is also a key improvement, as Alexa+ can now remember user preferences, from favorite songs to recipes, tailoring experiences accordingly.

With an added generative AI feature, Alexa can engage in tasks like summarizing lengthy emails, crafting unique bedtime stories, generating quizzes from study materials, and assisting in organizing travel plans. It can also provide summaries of smart home activities and respond to user queries similarly to AI chatbots.

In addition, Alexa will act on users’ behalf, allowing for tasks such as purchasing concert tickets, making dinner reservations, and monitoring prices of watched items, with initial partnerships including major brands like OpenTable, Ticketmaster, and Grubhub.

For the time being, Alexa+ is exclusively available on certain Echo Show models in the U.S., including the 8, 10, 15, and 21. However, Amazon plans to broaden availability to more Echo customers, Fire TV users, and Fire tablet customers in the near future.

Early feedback from invited customers has been mixed; while some have praised Alexa+ for its advancements over rivals like Siri, others believe it still has flaws that need addressing. This diverse range of reviews marks the initial reception of a service that Amazon hopes to refine and expand as it gears up for its larger launch.

image source from:techcrunch

Abigail Harper