Amazon has introduced Alexa Plus, an upgraded version of its voice assistant powered by generative AI, aiming to redefine its role in smart homes. This new version began rolling out to users in March 2025 and is now accessible to “many millions,” according to the company.
With the shift towards more advanced AI tools in recent years, Alexa’s original charm of responding to voice commands to control lights or set timers began to feel outdated. In today’s AI era, where platforms can reason, generate content, and even complete tasks online, Amazon has now stepped up its game with Alexa Plus.
The redesigned assistant is powered by multiple AI models, including those from Anthropic and Amazon’s own Nova model. This model-agnostic approach means Alexa Plus can choose the best tool for any task or question in real time. It is no longer just about setting alarms or checking the weather. Alexa Plus can understand user preferences, access their schedules, and summarise footage from connected devices like Ring cameras.
More importantly, Alexa Plus introduces capabilities typically found in agentic AI. It can now remember past interactions, process files, and perform more complex tasks. Amazon has partnered with other services to expand its functionality. Soon, users will be able to ask Alexa to book restaurant reservations, order Uber rides, or buy concert tickets. Within the Amazon ecosystem, users can even build grocery lists through voice prompts and have them delivered via Amazon’s shopping services.
This evolution comes at a time when many smart home users are rethinking their setups. Following a house fire in 2024, one user found the need to rebuild their smart home from scratch and is now testing Alexa Plus across different devices and scenarios. Their goal is to determine whether Alexa still deserves to be at the centre of the connected home.
Alexa Plus is clearly Amazon’s effort to bring smarter, more intuitive AI into everyday life. By integrating advanced models and new features, Amazon hopes to keep Alexa relevant in a market where AI assistants are becoming more capable by the day.
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