Amazon Introduces The All-New Alexa+ And More At Its 2025 Devices & Services Event

At its last Devices & Services event in September 2023, Amazon said it would introduce a new GenAI-powered Alexa device sometime in 2025—a promise that Amazon has now fulfilled.

At its latest Devices & Services event held at Spring Studios in New York City on February 26, 2025, Amazon finally introduced the world to its new virtual assistant—Alexa+ (pronounced Alexa Plus).

Alexa+ brings in the first major overhaul to the Alexa series since its debut over a decade ago.

Alexa+ is indeed powered by generative artificial intelligence (GenAI) technology and represents the next generation of Alexa. As per the company, “she” is more conversational, smarter, personalized, and helps users “get things done.”

Alexa+’s conversational capabilities include engaging in natural, flowing conversations that account for context and meaning. Alexa+ can learn from user experiences to become more personalized over time. By combining vast knowledge with an approachable personality, Alexa+ offers users helpful intelligence whenever they need it. This can further be enhanced as users share their own documents, emails, photos, and messages via a desktop browser, mobile app, or email.

As for getting things done, Alexa+ can act on a user’s behalf across a wide range of simple and complex tasks, including date planning, gift shopping, travel arrangements, and study help.

“She keeps you entertained, helps you learn, keeps you organized, summarizes complex topics, and can converse about virtually anything.”

At the event, Panos Panay, the SVP of Devices & Services at Amazon, showcased some of Alexa+’s capabilities through a live demonstration that included displaying its re-designed user interface on Echo Show.


Built using powerful LLMs—which are available on Amazon Bedrock—Alexa+ can take actions across tens of thousands of services and devices using “experts” that consist of numerous systems, capabilities, APIs, and instructions.

These “experts” enable Alexa+ to control smart home devices, make reservations, schedule appointments, play music (from Amazon Music, Spotify, Apple Music, and more), order groceries or food, set reminders, alert users of visitors, and more, across a wide range of apps.

Alexa+ also introduces agentic capabilities, which will allow it to navigate the internet on its own and complete multi-step tasks on a user’s behalf.

Users can leverage Alexa+ to have complete conversations, explore various topics, get real-time news and information at any time, receive personalized news summaries, remember important details, recall details from documents, manage calendars and emails, create and send emails, summarize emails and documents, manage their smart home, create personalized monthly, annual, or weather-based Routines, and (of course) explore a wide variety of personalized entertainment and content recommendations.


As per Amazon, Privacy and security have played a crucial role in shaping Alexa+, as well as providing users with the transparency and control they expect.

Alexa+ will cost $19.99 per month—but is free for all Prime members—and will begin rolling out in the U.S. in the next few weeks and months in waves, coming to Echo Show 8, 10, 15, and 21. Alexa+ can be accessed across Echo devices, phones, browsers, and more.

Since its release in 2014, over 600 million Alexa devices have sold.

Speaking at the event, Amazon CEO Andy Jassy said, “We have been using AI expansively for over 25 years. And the way we think about AI and technology in general at Amazon is that we don't use the technology because we think it's cool or interesting. It is—but we use it to solve real customer problems. We happen to believe that virtually every customer experience that we all know of will be reinvented using generative AI. And altogether new experiences that we only dreamed of before are going to be possible.”

“Up until a couple years ago, it was pretty difficult to invent with AI, and that changed with the arrival of foundational models and generative AI. This made the technology much more accessible, so people can see the power and magic of what generative AI can do.”

What do you think about the Alexa+ updates? Are you keen on experiencing Amazon’s new and improved virtual assistant device?

Let us know in the comments below!