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Alexa+ The Next Big AI Assistant or Too Late to the Party?
Amazon has officially unveiled Alexa+, a next-generation AI-powered version of its voice assistant, aiming to revolutionise how we interact with smart devices. With artificial intelligence advancing rapidly, Alexa+ promises a more natural, conversational experience - but can it compete with established AI rivals like ChatGPT, Siri, and Google Assistant?
The quick verdict
Alexa+ is a genuine step forward, with more natural conversations, memory of your preferences and better smart home control, and it is free with Amazon Prime. Whether it can catch up with ChatGPT, Google Assistant and Siri is still unclear. If you are a Prime member with a supported Echo, it is worth trying; non-Prime users face a monthly fee.
Amazon Alexa+ at a glance
| Detail | What we know |
|---|---|
| What it is | Biggest Alexa overhaul since the original launched in 2014 |
| Key changes | Natural conversation, memory and better smart home control |
| Price | Free with Prime, £16 per month without |
| Echo Dot support | Second-generation Echo Dot (2017) and newer |
| Echo Show support | First-generation Echo Show 8 (2019) and newer |
| Challenges | Privacy concerns and strong AI rivals |
What Is Alexa+ and How Is It Different?
Alexa+ is Amazon’s biggest overhaul of its virtual assistant since the original Alexa launched in 2014. The key changes include:
- More natural conversations with no rigid “Alexa speak”
- Memory-based AI, allowing it to remember user preferences
- Better smart home integration and personalisation
- Expanded device compatibility, including smart glasses, laptops, and smartphones
One major selling point is that Alexa+ will be included in Amazon Prime subscriptions for free, whereas non-Prime users will need to pay £16 per month.
Why Is Amazon Relaunching Alexa?
Amazon’s decision to revamp Alexa comes after years of struggling to make its smart speakers more than just timers and music players. While Alexa-powered Echo devices have been hugely popular - found in one in four UK homes - most users only utilise basic features.
Amazon originally envisioned Alexa as a smart home hub that would drive more online shopping through voice commands, but this strategy failed to deliver meaningful revenue. Instead, the company has now repositioned Alexa as a true AI assistant, capable of handling a broader range of tasks.
What Devices Will Support Alexa+?
Amazon has confirmed that Alexa+ will be available on a wide range of devices, including:
- Second-generation Echo Dot (2017) and newer
- First-generation Echo Show 8 (2019) and newer
- Amazon's upcoming Alexa-powered smartphones, laptops, and smart glasses
This move suggests Amazon is looking to move beyond smart speakers and into AI-driven personal assistants on multiple devices.
Can Alexa+ Compete with ChatGPT, Google, and Siri?
Despite its improvements, Alexa+ faces stiff competition. ChatGPT, Google Assistant, and Siri have already established themselves as powerful AI-driven platforms. Experts suggest that while Amazon’s new AI assistant is a step in the right direction, it may struggle to overcome past perceptions.
Some of the biggest challenges include:
- Convincing users that Alexa+ is more than just a smart speaker
- Privacy concerns over AI memory and data collection
- Whether the AI is advanced enough to rival competitors
Sell Your Old Smart Devices for the Best Price
Upgrading to Alexa+? Selling your old Echo devices or smart gadgets can help fund your next purchase. Using a sell my phone comparison tool allows you to compare trade-in offers and get the highest value.
If you're upgrading from an iPhone to a more AI-integrated device, check out sell my iPhone 12 for the best trade-in deals.
Alexa+ represents Amazon’s bold attempt to stay relevant in the AI race. While it promises smarter conversations and more personalised assistance, whether it will truly compete with ChatGPT and Google remains to be seen. If you’re planning to upgrade your smart home setup, don’t forget to sell your phone or smart devices for the best trade-in price.
Frequently asked questions
How much does Alexa+ cost in the UK?
Alexa+ is included free with Amazon Prime subscriptions. Non-Prime users will need to pay £16 per month for Amazon's new AI assistant.
What is different about Alexa+?
Alexa+ offers more natural conversations without rigid commands, memory-based AI that remembers user preferences, better smart home integration and personalisation, and support for more devices including smart glasses, laptops and smartphones.
Which Echo devices support Alexa+?
Amazon has confirmed Alexa+ will work on the second-generation Echo Dot from 2017 and newer, the first-generation Echo Show 8 from 2019 and newer, and its upcoming Alexa-powered smartphones, laptops and smart glasses.
Why did Amazon relaunch Alexa?
Echo devices are in one in four UK homes, but most people only use basic features, and Amazon's plan for Alexa to drive voice shopping failed to deliver meaningful revenue. Amazon has repositioned it as a true AI assistant.
Can Alexa+ compete with ChatGPT and Siri?
Alexa+ faces stiff competition from ChatGPT, Google Assistant and Siri. Its challenges include convincing users it is more than a smart speaker, privacy concerns over AI memory, and whether its AI is advanced enough.
