Over a million people now have access to the gen-AI powered Alexa+

Amazon's upgraded digital assistant, Alexa+, which leverages generative AI, has now reached an impressive milestone of over one million users, as confirmed by the company to TechCrunch. Initially revealed in February, the service is still not available to the general public. Instead, Amazon has been inviting customers from a waitlist to experience the enhanced features of Alexa+. In recent weeks, numerous users have taken to social media to announce their invitations to test the innovative service. Alexa+ promises a more natural and personalized interaction, improved smart home integration, and an array of new capabilities driven by artificial intelligence. Currently, the service is free for users during its Early Access phase and will remain free for Amazon Prime members. For those without a Prime subscription, the service will be offered at a monthly fee of $19.99 once it is fully launched. Amazon's CEO, Andy Jassy, mentioned that as of May 2025, Alexa+ had attracted over 100,000 users, a figure that represents a small segment of the 600 million Alexa devices sold. Since then, the user base has seen significant growth. With Alexa+, Amazon is making a bold move to enhance its generative AI offerings, aiming to monetize what was once a leading smart home assistant. While Amazon pioneered the market for voice-activated assistants with its Echo devices, Alexa has struggled to maintain its competitive edge against newer AI platforms such as ChatGPT. The previous versions of Alexa were often criticized for being less responsive and versatile compared to modern AI technology. Alexa+ seeks to redefine the user experience by allowing for more conversational and flexible interactions. For example, users can express their needs in a more relatable manner, such as saying, "It’s too cold in here," prompting Alexa to adjust the thermostat accordingly. The service also enhances the creation of routines, improves access to Ring camera footage, and allows users to interrupt or change the topic of conversation seamlessly. Additionally, Alexa+ personalizes interactions by remembering user preferences, from favorite music to preferred recipes. Its generative AI capabilities also enable the assistant to summarize lengthy emails, craft unique bedtime stories, create quizzes, plan travel itineraries, and provide insights into smart home activities, much like an AI chatbot. Moreover, Alexa+ is equipped to assist with practical tasks such as purchasing concert tickets, securing dinner reservations, and alerting users when their watched items are on sale. Initial partnerships for these features include notable companies like OpenTable, Ticketmaster, and Uber Eats, among others. Currently, Alexa+ is available on select Echo Show devices in the U.S., with plans for expansion to more Echo users, Fire TV, and Fire tablet customers. Early feedback from invited users has been mixed, with some praising its advancements over competitors like Siri, while others feel it still has room for improvement.