Amazon Alexa event 2025: Alexa+ unveiled with generative AI support, contextual understanding and more

Alexa Plus

Amazon has announced Alexa+, the next-generation of the digital assistant at the ongoing Amazon’s February 2025 Devices & Services live event. The Alexa+ comes with generative AI support that aims to help users stay organised, get tailored answers for queries and offer improved capabilities such as project planning, and solving daily challenges in a natural conversational language.

Amazon Alexa+ comes with new architecture

Daniel Rausch, vice president for Alexa and Echo, introduced the new architecture behind Alexa+. The system is built on Amazon Bedrock, integrating large language models (LLMs) from Amazon’s Nova models and partner Anthropic. Alexa+ operates on a model-agnostic framework, selecting the most suitable model for each task. The architecture includes specialised systems, referred to as “experts,” designed to manage specific tasks efficiently. These elements work together to enhance Alexa+’s ability to process and deliver information.

Amazon Alexa+ price and availability

Amazon has announced that the Alexa+ will cost $19.99 per month (approximately Rs 1,742). However, it will be available for free to Prime members. Alexa+ will start rolling out in the US next week and will expand to more regions in the coming months.

Amazon Alexa+ supported devices

Amazon Alexa+ will become available to Echo Show 8, Echo Show 10, Echo Show 15 and Echo Show 21.

Amazon Alexa+: What it brings over the old Alexa

According to the keynote, Alexa+ focuses mainly on four aspects – Conversational, Personalised, Gets things done and smartness. With the update, Alexa now supports natural language that feels genuine and more human. It has a contextual understanding that lets users have a seamless interaction with it.

The second aspect is personalised and it enables Alexa to learn from the conversation and adapt to it based on the queries, preferences, etc to deliver personalised answers and solutions.

Alexa+ can now also act on your behalf to handle everything from date planning and gift shopping to travel arrangements and study help.

Additionally, Alexa+ offers a seamless blend of extensive knowledge and a friendly demeanour, ensuring that generative AI feels intuitive and engaging. It’s an intelligent assistant designed to be available anytime, anywhere.

Amazon Alexa+ and Echo device integration

Amazon has also confirmed that the new Alexa+ integrates well with the Echo devices and also offers improved smart home capabilities.

Alexa+ enables voice-controlled automation, music management, video navigation, and home monitoring. Users can create Routines by voice without using an app. Music can be moved between rooms with commands like “play the music upstairs.” It allows song discovery based on descriptions, such as identifying a track from a TV show’s credits.
For Prime Video, Alexa+ enables jumping to specific scenes by referencing an actor, character, or quote. It integrates with Ring to provide summaries of detected events and access to footage on Echo Show devices. Users can ask questions like “When was the last time the dog went out?” to find specific moments.

Alexa+ introduces new features for kids, families, and productivity. For Amazon Kids+ subscribers, two new interactive experiences, “Stories with Alexa” and “Explore with Alexa,” encourage engagement beyond question-answering or storytelling. A video demonstrated how children use these features to explore topics and generate new ideas.