Amazon Unveils Alexa+: A Next-Generation Generative AI Assistant

Amazon has stepped into the future of voice technology with the introduction of Alexa+, the latest generation of its popular Alexa assistant. Revealed at a press event on February 27, 2025, Alexa+ integrates advanced generative AI capabilities that promise to redefine user interactions with smart devices.

A New Era in AI-Powered Assistance

Unlike its predecessor, Alexa+, powered by various large language models and agent features, offers a complete reimagining of the traditional voice assistant. Amazon designed Alexa+ to understand everyday nuances, such as discerning the tone of a user's voice to detect stress. For instance, if a user sounds tense, Alexa+ might offer a light-hearted remark to help ease the situation, a feature that marks a significant shift from simply executing tasks.

Enhanced Features and Capabilities

Alexa+ is not just about setting timers or playing music. The enhanced system can:

• Notify users when a favorite product goes on sale
• Book an Uber ride seamlessly
• Search for tickets via Ticketmaster for concerts or sports events
• Assist with selecting thoughtful gifts based on friends’ and family’s interests
• Create quizzes, plan trips, and provide restaurant recommendations

For example, while cooking, users can command Alexa+ to set multiple timers for different recipes without manually specifying each duration. Requesting a perfectly medium-cooked steak? Alexa+ intelligently adjusts the timer without further input.

Smart Integration Across Devices

While Alexa+ does not support older Echo devices like the first-generation Echo, Echo Dot, Echo Plus, Echo Tap, Echo Spot, or certain Echo Show models, it works flawlessly on other Echo devices. On display-equipped units such as the Echo Show, Alexa+ can automatically organize and play photo galleries, update news and information based on user interests, and even analyze security camera footage to explain what is happening in real time.

Seamless Entertainment and Beyond

Entertainment takes on a new dimension with Alexa+. When watching movies or TV shows on Fire TV via Amazon Prime Video, users can simply mention a character’s name, an actor, or a specific dialogue to jump directly to the relevant scene. Furthermore, inquiries about background music during a show are instantly answered, making the viewing experience both interactive and personalized.

The assistant also collaborates with AI Song Generator Suno to instantly create music based on user prompts—a demo feature that left the live audience captivated.

Behind the Scenes

Operating on Amazon Web Services’ Bedrock cloud platform, Alexa+ employs a system that dynamically selects the best AI model for each task. Although specific models have not been disclosed, Anthropic's large language model, Claude, is confirmed to play a pivotal role in powering this next-generation assistant. Panos Panay, head of Amazon Devices and Services, described Alexa+ as a "complete redesign of AI assistants," emphasizing that it taps into nearly every aspect of a user’s daily life—from schedules and smart home management to entertainment preferences.

Availability

Alexa+ is set to launch in the United States in March 2025 and will gradually reach other countries. While the service typically requires a $19.99 monthly subscription (around 3000 yen), Amazon Prime members will enjoy free access, making this cutting-edge technology even more accessible.

Conclusion

With Alexa+, Amazon is not just enhancing a voice assistant—it is reshaping our interaction with technology. By blending advanced generative AI with real-world applications, this new assistant heralds a future where digital help is more intuitive, responsive, and personally tailored than ever before.