Alexa+: Amazon reveals more about its new assistant

With the success of ChatGPT & Co, it was only a matter of time before Amazon pimped its "classic" Alexa voice assistance system with a new AI model to enable natural conversations. And indeed, at the end of 2023, Amazon.com announced a revised version that would be able to hold longer conversations with the user and not just process individual command lines.

However, it took until spring 2025 for Amazon to officially launch its improved voice assistant called "Alexa+" – and even that only happened as part of a beta test, in which new functions were released step by step, and only in the US. With the introduction of new hardware on Tuesday that is specially adapted to Alexa+, Amazon has now taken another step forward: Officially, Alexa+ is still in “early access” status in the US, but the company emphasized once again at its hardware event on Tuesday that Germany and Austria will follow. Amazon has not yet provided any details on the date, but it is clear that it will start with a beta here as well.

In everywhere

At the presentation on Tuesday, Amazon didn't miss an opportunity to show that Alexa+ will be found throughout the entire product range on display today. And that there are two key differences to the previous Alexa: Firstly, Alexa+ will work more in the background overall and only step in when needed, without being constantly called out by the user. Secondly, it will be able to be operated entirely using natural language –, which makes memorising commands superfluous.

This "Ambient AI" approach can be found in the Ring cameras. For example, in a person recognition feature that will enable Ring video doorbells with Alexa to automatically greet acquaintances and friends in future, while asking strangers about the reason for their visit and passing the information on to the user. Another example: Alexa uses the Ring camera in the kitchen to recognise when the son of the house enters. The improved voice assistant then reminds him that he still needs to feed the dog, for example.

Natural language operation was demonstrated using Fire TV players and televisions, where you can simply call out "Series with chaotic bosses" or (if a film is currently playing) "More content with this main actor" (without having to mention their name). You can also easily view a past baseball game without having to open an app yourself. The search for specific parts of a film was also demonstrated. When asked by heise online, Amazon confirmed that this function will not be used to skip forced adverts.

Finally, Amazon showed how routines in the smart home can also be programmed with natural language in the future, for example by saying to Alexa "I want all the lights to go out when I press the left button on the remote control". Amazon hopes that Alexa+ will also be used by people who have not previously been familiar with voice control.

It's important to remember that, unlike regular Alexa, voice control is not free of charge. The subscription costs 20 dollars per month in the USA. Previously, prices of 5 to 10 dollars were speculated. Those who already have a Prime subscription do not have to pay anything extra.

Note: The author was invited to the event in New York by Amazon. Amazon covered the travel expenses. (nij)