Introducing Alexa+, the next generation of Alexa<br>Introducing Alexa+, the next generation of Alexa<br>Powered by generative AI, Alexa+ is your new personal AI assistant that gets things done—she’s smarter, more conversational, more capable, and free with Prime.

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Written by Panos Panay, SVP of Devices & Services

6 min read

Announced at Amazon's 2025 Devices & Services Event: Check out how Alexa+ extends across our newest Echo, Kindle, Ring, and Fire TV devices.

Alexa+ now available to everyone in the US—and free for Prime members<br>CES 2026: Key announcements from Amazon<br>Amazon unveils the next generation of AI-powered Echo devices, purpose-built for Alexa+<br>Ring introduces its first-ever 4K cameras and AI feature that helps find lost pets<br>Amazon announces new Fire TV lineup with Alexa+ to get you to what you want to watch, fast<br>Amazon unveils redesigned Kindle Scribe lineup with first-ever color Scribe

February 26, 2025

The first time I spoke to Alexa, it felt like the future had arrived. I walked into the room, asked Alexa to play “A Sky Full of Stars,” and it just worked. As a product maker, it struck me that this was technology at its best—doing what the customer wants effortlessly, intuitively, and naturally—and I wanted all the technology in my life to work that way. With 600 million Alexa devices now out in the world, the latest advancements in generative AI have unlocked new possibilities—enabling us to reimagine the experience in our pursuit of making customers’ lives better and easier every day.

Today, we’re excited to introduce Alexa+, our next-generation assistant powered by generative AI. Alexa+ is more conversational, smarter, personalized—and she helps you get things done. She keeps you entertained, helps you learn, keeps you organized, summarizes complex topics, and can converse about virtually anything. Alexa+ can manage and protect your home, make reservations, and help you track, discover, and enjoy new artists. She can also help you search, find or buy virtually any item online, and make useful suggestions based on your interests. Alexa+ does all this and more—all you have to do is ask.

Alexa+ is easy to talk to.

Conversations with Alexa+ feel expansive and natural. Whether you’re speaking in half-formed thoughts, using colloquial expressions, or exploring complex ideas, Alexa+ understands what you mean, and responds like a trusted assistant. It feels less like interacting with technology, and more like engaging with an insightful friend.

Alexa+ turns talk into action.

At the foundation of Alexa’s state-of-the-art architecture are powerful large language models (LLMs) available on Amazon Bedrock, but that’s just the start. Alexa+ is designed to take action, and is able to orchestrate across tens of thousands of services and devices—which, to our knowledge, has never been done at this scale. To achieve this, we created a concept called “experts”—groups of systems, capabilities, APIs, and instructions that accomplish specific types of tasks for customers.

How Amazon rebuilt Alexa with generative AI<br>Inventing Alexa+ required a series of technical breakthroughs, from getting LLMs to orchestrate APIs reliably to creating all-new agentic capabilities.

With these experts, Alexa+ can control your smart home with products from Philips Hue, Roborock, and more; make reservations or appointments with OpenTable and Vagaro; explore discographies and play music from providers including Amazon Music, Spotify, Apple Music, and iHeartRadio; order groceries from Amazon Fresh and Whole Foods Market, or delivery from Grubhub and Uber Eats; remind you when tickets go on sale on Ticketmaster; and use Ring to alert you if someone is approaching your house.

Alexa+ also introduces agentic capabilities, which will enable Alexa to navigate the internet in a self-directed way to complete tasks on your behalf, behind the scenes. Let’s say you need to get your oven fixed—Alexa+ will be able to navigate the web, use Thumbtack to discover the relevant service provider, authenticate, arrange the repair, and come back to tell you it’s done—there’s no need to supervise or intervene.

Alexa+ is personalized to you.

The new Alexa is highly personalized—and gives you opportunities to personalize further. She knows what you’ve bought, what you’ve listened to, the videos you’ve watched, the address you ship things to, and how you like to pay—but you can also ask her to remember things that will make the experience more useful for you. You can tell her things like family recipes, important dates, facts, dietary preferences, and more—and she can apply that knowledge to take useful action. For example, if you are planning a dinner for the family, Alexa+ can remember that you love pizza, your daughter is vegetarian, and your partner is gluten-free, to suggest a recipe or restaurant.

Alexa+ is there when you need her, and fades into the background when you don’t.

The new Alexa is like having an assistant available to...