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The new Alexa+ is now available in Italy in early access, appearing on new Amazon Echo devices and arriving as an update for compatible speakers already in homes. This relaunch reframes the assistant as a task-oriented, conversational companion rather than a simple command interpreter: it can understand multi-step requests, keep a dialogue open after a first prompt and execute actions through connected services. During the initial rollout the functionality is offered free of charge, while in the longer term Amazon will include Alexa+ with Prime memberships and charge other users a monthly fee (reported at around €22.99 in Italy and US$19.99 in the United States for non-Prime subscribers).
A more natural way to converse
Rather than forcing short, rigid commands, Alexa+ relies on a conversational model that allows users to speak more naturally. After the first activation the assistant can continue an interaction without requiring the wake word for each follow-up, enabling a fluid exchange that resembles human dialogue. This shift is built to handle layered queries—ask for a restaurant recommendation, then request a reservation and a suggested dish—so that Alexa+ does not merely answer but can plan and act. The system can also accept free-form text input in browser form when that mode becomes available, giving users an alternative to voice and expanding accessibility.
Personalization and household profiles
One of the defining features of Alexa+ is its use of household profiles to personalise responses. The assistant can recognise different voices and adapt suggestions based on individual tastes, routines, saved purchases and even dietary constraints like allergies. That means a recipe suggestion, a music playlist on Amazon Music, or a streaming recommendation on Prime Video can be tailored per family member. This personalised behaviour is intended to make the assistant feel more contextual and relevant, whether managing calendars, offering reminders or proposing entertainment that matches established preferences.
What powers Alexa+: cloud models and integrations
Under the surface Alexa+ is not a single static engine but a cloud-driven service that leverages Amazon Bedrock to switch between different large language model instances as needed. Amazon has said the service can orchestrate models such as its own Nova and third-party engines like Claude to balance strengths—some models are better at summarisation, others at conversational flow or factual retrieval. The assistant also draws on partnerships with major news organisations and data providers to improve factual accuracy across many topics, from market information to sports results. This layered approach aims to keep answers fast and up to date while delegating complex tasks to specialised models.
Agentic tasks and external APIs
Beyond conversation, Alexa+ can perform agent-like operations by calling external APIs to complete real-world tasks: booking a restaurant, purchasing goods, coordinating a repair appointment or sending documents. Amazon demonstrated workflows that combine recommendations with behind-the-scenes coordination—finding a local provider, contacting them, and scheduling a visit—though some of these integration partners and services may be limited by region. Examples shown by Amazon rely on services common in the United States, so availability of specific agentic features can vary by country during early rollout.
Rollout, device support and business strategy
Amazon plans a phased roll-out of Alexa+ across its installed base, prioritising screen-equipped Echo models such as the Echo Show family while also updating eligible speakers. With an estimated hundreds of millions of Alexa-capable devices in circulation, the company expects staggered availability and an early access window for interested users. In the short term Amazon is offering the service for free to encourage adoption, then emphasising inclusion as a Prime benefit to strengthen the subscription proposition. The broader strategy positions Alexa+ not only as improved device software but as a subscription-quality feature set that can travel across Echo, Fire TV and mobile platforms.
As the service expands, Amazon intends to add a text-based browser interface and extend cross-device continuity so a conversation begun on a smart speaker can continue on a TV or phone. For consumers this means a more proactive assistant that combines conversational fluency with practical execution; for Amazon it represents a way to increase the value of Prime and the wider ecosystem. Observers will be watching how regional limits, privacy controls and third-party integrations evolve as Alexa+ moves beyond early access and becomes a persistent part of daily routines.