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Alexa+ brings conversational AI to Amazon Echo
Amazon is rolling out an upgraded version of its voice assistant, Alexa+, across the UK, introducing more natural, proactive interactions for Echo smart speakers. The move aims to address criticism that Alexa has fallen behind rivals like ChatGPT and Google's Gemini in conversational ability.
How Alexa+ changes the experience
The new AI-powered assistant shifts from rigid, transactional responses to a more fluid, human-like style. For example, when asked about the weather, the current Alexa replies, "No rain is expected today." Alexa+ responds, "Actually, you can leave the brolly at home-sunny skies mean you'll be sorted without it."
Jessica Miller, head of data insights at FDM/CCS Insight, called the upgrade "polarising." Some users may appreciate the more relaxed tone, while others could find it unsettling. "UK consumers will notice an immediate difference," she said. "Using Alexa+ is a very different experience."
Market challenges and user adoption
Smart speakers have struggled to keep pace with rapid advancements in AI chatbots. Google's Nest, for instance, is rebranding as Gemini for Home, but its hardware hasn't been updated since 2021, according to Android Police.
Despite criticism-including a quip from Rapp UK's Ed Freed that Alexa is "nothing more than expensive kitchen timers"-Amazon reports strong engagement. Since 2023, UK users have logged 114 billion interactions with Alexa, averaging roughly 1,500 per person. The company also claims 52% of the UK population has tried an Echo device.
Pricing and availability
Alexa+ will cost £19.99 per month but will be free for Amazon Prime subscribers (currently £95 annually). New Echo devices will include the upgrade immediately, while existing users must opt in online.
Amazon's smart speaker division has reportedly operated at a loss, with users rarely making additional purchases after buying the hardware. The company has cut jobs in its "devices and services" department in 2022 and 2025.
Data and advertising potential
Even if Alexa+ doesn't generate significant subscription revenue, Amazon could benefit from deeper user insights. More detailed conversations may provide data to refine targeted advertising, a key revenue stream for the tech giant.
"It will be interesting to see how users react to this-some may enjoy the familiarity, while others might find it disconcerting."
Jessica Miller, FDM/CCS Insight
