Amazon said on Wednesday that it is expanding its enhanced voice assistant, Alexa+, to all US users, nearly a year after launching it in early access. Previously limited to select customers via a waitlist or on newer compatible devices, the generative AI-powered service is now available to everyone, marking a major overhaul of the voice experience Amazon has offered for over a decade.
Introduced in 2025, Alexa+ offers advanced features, such as handling multiple requests and proactively carrying out tasks, such as booking a service or ordering a ride. Priced at $19.99 a month, the service is free for Prime subscribers and offers a trial version via a web and mobile interface. The move aims to reposition Alexa in a competitive landscape that is now dominated by AI assistants such as ChatGPT, Gemini or Claude.
With this rollout, Amazon is also adapting Alexa+'s interface to contemporary habits, emphasizing access via browser and mobile rather than only through Echo devices. The company is seeking to reinvigorate its presence in a rapidly changing voice-assistant market, where generative AI is redefining interaction standards.
Amazon.com, Inc. is one of the world leaders in on-line distribution of products to the general public. The group also operates a marketplace activity, allowing individuals and distribution companies to conduct their purchase and selling transactions for goods and services. The activity is organized around three families of products and services:
- electronic and computer products: toys, cameras, computers, laptops and peripherals, TVs, stereo systems, readers, wireless communication products, etc. Amazon.com also offers kitchen and garden equipment, clothing, beauty products, etc.;
- cultural products: books, musical products, video games and DVDs;
- other: primarily Internet interface and application development services.
Net sales break down by source of income between sales of services (58.7%) and sales of products (41.3%).
Net sales are distributed geographically as follows: the United States (68.3%), Germany (6.4%), United Kingdom (6%), Japan (4.3%) and others (15%).
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