Amazon’s Alexa+ Poised to Transform 97% of Devices into AI Powerhouses
At the recent Consumer Electronics Show (CES) in Las Vegas, Amazon unveiled a significant advancement in its artificial intelligence (AI) strategy: the integration of Alexa+, its enhanced AI assistant, into 97% of the devices it has ever sold. This development underscores Amazon’s commitment to leveraging its extensive device ecosystem and the widespread recognition of the Alexa brand to redefine user interactions with technology.
Daniel Rausch, Amazon’s Vice President of Alexa and Echo, highlighted this milestone during an interview at CES. He revealed that out of over 600 million devices sold by Amazon, the vast majority are compatible with Alexa+. This compatibility spans a diverse range of products, from Echo smart speakers to Fire tablets and beyond, ensuring that a broad spectrum of users can access the enhanced capabilities of Alexa+.
Introduced in early 2025, Alexa+ represents Amazon’s foray into the generative AI landscape. The assistant boasts more expressive voice interactions, comprehensive access to global knowledge, and the ability to perform tasks on behalf of users, such as booking rides or ordering meals. Since its announcement, Amazon has been progressively expanding access to Alexa+. By June 2025, over a million users had experienced the AI assistant, and this number has now grown to tens of millions, with Prime members being prioritized for the upgrade.
Despite the rapid rollout, Amazon has not specified a definitive timeline for when Alexa+ will be universally available. The company’s immediate focus remains on ensuring that all Prime members can benefit from the AI assistant’s advanced features.
The challenge ahead for Amazon is not just widespread availability but also encouraging active and meaningful engagement with Alexa+. Rausch believes that the existing familiarity and trust users have in Alexa will be instrumental in this endeavor. He envisions Alexa as one of the foundational AI assistants in a market that will feature a mix of specialized and general-purpose AIs. The ambient presence of Alexa in homes, coupled with its natural voice interface, positions it uniquely to foster deeper user interactions.
This strategic move comes at a time when the AI assistant landscape is becoming increasingly competitive. Apple’s collaboration with Google’s Gemini to enhance Siri, along with the rise of AI chatbots like ChatGPT and Claude, indicates a dynamic and rapidly evolving market. Amazon’s emphasis on integrating Alexa+ across its vast device network aims to solidify its position in this competitive arena.
In addition to device integration, Amazon is expanding Alexa+’s accessibility through various platforms. The launch of Alexa.com allows users to interact with the AI assistant directly via the web, mirroring functionalities offered by other AI chatbots. This web-based interface ensures that users can engage with Alexa+ beyond the confines of Amazon’s hardware ecosystem.
Furthermore, Amazon has introduced a redesigned Alexa mobile app, placing a chatbot-style interface at the forefront. This redesign aims to provide a more intuitive and conversational user experience, aligning with the evolving expectations of AI interactions.
At CES, Amazon’s partners, including Samsung, BMW, and Oura, showcased their integrations with Alexa+, highlighting the assistant’s versatility and adaptability across different industries. These collaborations demonstrate the potential for Alexa+ to extend its influence beyond traditional smart home applications.
A notable development in Amazon’s AI strategy is its acquisition of Bee, an AI wearable device. Bee functions as a clip-on pin or bracelet, designed primarily for recording conversations such as interviews, meetings, or lectures. Beyond recording, Bee serves as an AI companion, offering insights and assistance based on the captured content. Rausch indicated that while Bee will maintain its standalone brand identity, deeper integration with Alexa+ is anticipated in the future, enhancing the overall user experience.
The integration of Alexa+ into Amazon’s extensive device portfolio signifies a pivotal moment in the company’s AI journey. By capitalizing on the widespread adoption of its hardware and the established trust in the Alexa brand, Amazon is well-positioned to redefine user interactions with AI. As the rollout continues, the tech industry and consumers alike will be keenly observing how Alexa+ shapes the future of AI-assisted living.
