Amazon launched its generative AI voice assistant, Alexa+, in the United Kingdom. This rollout marks the service's first availability in Europe. The revamped assistant handles complex, multi-step tasks through natural, conversational interactions. Amazon trained the AI to understand 40 different dialects across the UK and Ireland.
The company is introducing the service through a free, invite-only early access program for compatible Echo and Fire TV devices. Alexa+ will cost £19.99 per month as a standalone subscription following the trial period. Amazon Prime members will receive the premium assistant at no additional cost.
This move increases pressure on rivals like Google Assistant and Apple's Siri. The launch enhances the value of the Prime subscription while introducing advanced AI capabilities to the voice assistant market.