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The current state of global competition inevitably forces all technology companies to compete with their capabilities. Amazon is one of the players in the field, ready with its ammunition. Amazon has just launched Alexa Plus or Alexa+ on February 27, 2025.
For some people, Alexa is already familiar to their ears. Alexa is Amazon’s voice assistant. However, for tech economists, Alexa is considered one of the ‘failed’ products that have caused losses for the company. Yet, it is still maintained to keep the company’s relevance worldwide.
Amazon was once reported to have lost money due to the sales of Alexa, the older version of Alexa+. They sell a smart speaker product, the Echo, which serves as a home for the virtual assistant Alexa. This product is sold below production cost to attract consumers. This strategy requires significant capital, and only a company like Amazon can take such actions.
The financial reality of Echo sales is a harsh conclusion for Amazon. According to a report by The Wall Street Journal, Amazon’s device division lost US$25 billion over five years, from 2017 to 2021. Meanwhile, the Alexa division itself reportedly lost US$10 billion in 2022.
Amazon is trying to rise again – albeit by climbing – amidst the global virtual assistant contest.
The launch of Alexa+ is predicted to be a tough competitor for Google with their Gemini and ChatGPT. Moreover, Alexa+ has quite significant feature updates compared to the old version.
Alexa+ Features Updated
Amazon wants to solve many barriers to interacting with voice assistants through Alexa+. This new feature makes Alexa+ more innovative and flexible in helping its users.
Alexa+ is said to be the latest generation of Alexa. This latest version uses an all-new architecture that can simultaneously connect large language models (LLMs), services, and devices.
This makes Alexa+ more conversational, innovative, and personalised, and it can do many things for its users.
New Architecture to Connect with Multiple Devices and Services
To improve its functionality, Amazon makes Alexa+ able to do complex things outside the conversation window. Such as searching for or ordering groceries.
This allows Alexa+ users to connect to frequently used services, such as GrubHub, OpenTable, TicketMaster, Yelp, Thumbtack, Vagaro, Fodor’s, Tripadvisor, Amazon, Whole Foods Market, Uber, Spotify, Apple Music, Pandora, Netflix, Disney+, Hulu, Max, smart home devices from companies like Philips Hue and Roborock, and so much more.
Data Personalization
Alexa+ is made to be smarter than the previous version. Amazon optimises Alexa+ according to the behavior or preferences of its users.
Amazon also designed Alexa+ to be more inclusive and have a sense of humor. This system was created to pass on the basics of previous Alexa characters.
The Alexa+ system also implements user personalisation. This new feature allows Alexa+ to learn its users’ preferences, such as their favorite music, books they want to read, or foods they don’t like.
Alexa+ does this implicitly or explicitly by combining patterns, asking directly to confirm the user’s preference, and retelling the facts that the user wants Alexa to know.
This system allows Alexa+ to record all preferences and respond appropriately to the user’s needs. This means the more often users use Alexa+, the better the experience.
Real-Time Info
Alexa+ is also built to provide precise, fast, and accurate information. To meet real-time needs, Amazon is working with the Associated Press, Reuters, The Washington Post, TIME, Forbes, Business Insider, Politico, USA TODAY, publications from Conde Nast, Hearst, and Vox, and more than 200 other outlets.
Amazon created these features to make Alexa+ more relevant amid Google’s dominance of Gemini and ChatGPT. In its press release, Amazon said, “Alexa+ is not just another AI Chatbot. Our next-generation AI assistant is much more conversational, smarter, personalised, and capable of getting more things done for customers.”
Alexa+ Launch Comes With Bad News for Users
Unfortunately, with the latest and more advanced features than the previous version, Alexa+ will only work on a few devices.
Amazon is rolling out early access to customers in the US who own or purchased an Echo Show 8, Echo Show 10, Echo Show 15, or Echo Show 21.
However, Amazon does not say anyone who owns or purchases one of these devices will get early access.
Amazon writes, “Customers will be notified via email and device notifications once access is granted.”
Users must agree to Amazon’s terms and conditions before Alexa+ can work with all Echo devices, Fire TVs, compatible Fire tablets, your web browser, and the Alexa app.
Most Amazon devices will work, although older Echos will not. Following this bad news, Amazon does not say that Alexa+ will work on Echo Kids devices.
That means Alexa+ will work on devices specifically for children. You can run Alexa+ Kids on selected devices.
