February 28, 2025, 9:35 am | Read time: 4 minutes
Amazon has unveiled a new version of its Alexa voice assistant that has been upgraded with AI. This is called Alexa+ and brings some new features — but not for free.
Amazon announced its intention to implement AI in its Alexa voice assistant back in the fall of 2023. Since then, sporadic rumors kept spilling out to the public until the new features were supposed to launch in November 2024. However, there were apparently numerous problems, such as choppy communication or limited control. Amazon now seems to have overcome this, however, as the company has now unveiled its new AI assistant, Alexa+.
Amazon Holds Live Event in New York
At a keynote in New York, Amazon manager Panos Panay showcased the new technology. The official press release explains that Alexa+ uses a state-of-the-art architecture to connect Large Language Models (LLMs), agentic functions, services, and devices, fundamentally changing customer interactions with digital assistants. But what does this mean for users in detail?
For one thing, the new AI assistant no longer “only” works with voice input. Instead, the assistant can also be fed images via the Echo Show cameras. Secondly, Alexa+ is getting a new voice. There is also a new user interface in the Echo Show. This is reminiscent of the Echo Hub, as it is significantly more adaptive than before. This makes it easier to control smart home devices in particular.
The AI is also intended to improve existing functions. For example, Alexa+ recognizes songs with just a little information. Commands such as “Play the music everywhere, but don’t wake the baby” can also be used to customize control — the AI assistant should then be able to understand that the children’s room should be left out.
Alexa+ Offers Some New AI Features
In general, Amazon wants its new AI assistant to communicate better with the help of AI. Among other things, conversations should appear more natural in terms of both language and content. Beyond simple voice commands, Alexa+ will soon be able to infer meaning from conversations and respond intelligently.
Alexa+ is constantly learning more about its users and should be able to understand allergies, personal rituals, or eating habits, for example. The aim is to make it more personal and a real assistant for everyday tasks that can respond to individual needs. The AI assistant also remembers the subject of the previous conversation and can build on this.
Amazon demonstrated another example of the enhanced Alexa using appointment scheduling. Alexa+ will soon have the capability to initiate personalized shopping, book restaurant reservations, or schedule babysitter appointments, automatically updating your calendar.
The same applies to travel planning or business appointments. Anyone who would like to learn together with Alexa+ in the future can show the AI assistant their own learning content, which will then prompt them in a meaningful and structured way. In addition, Alexa+ will also enable applications that were previously the domain of chatbots, such as ChatGPT. For example, the new Alexa will be able to analyze sports results or financial data based on collaborations with Reuters and the Washington Post, among others.
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When is Alexa+ Coming to Germany — and at What Price?
According to official information, it should be possible to use Alexa+ on almost all Alexa devices already on the market. In March 2025, however, it will initially be available on the following Show devices: 8, 10, 15 and 21. It should be possible to use it via the mobile Alexa app as well as via the browser or a new web app.
However, the service isn’t free, as indicated by the Plus in the new name. There had already been much speculation about this in advance. Alexa+ will initially be launched in the USA for a subscription price of 19.99 US dollars (USD) per month. However, this hefty price does not apply to Prime subscribers. They receive the service as part of their existing subscription, which currently costs USD 14.99 per month in the United States. Therefore, the Prime subscription offers good value. Amazon is significantly enhancing its subscription value, though it is uncertain whether this pricing strategy will remain in place.
Following the US launch, Alexa+ is to be rolled out gradually in all countries where Alexa is available, including Germany. However, more detailed information is not known. There is also no official statement regarding the price in Germany. However, as a Prime subscription in Germany is 8.99 euros per month, the subscription for Alexa+ is likely to be somewhat cheaper than in the USA.