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Conversations feel natural
The first thing you notice is how effortless interaction becomes. You're not talking to technology, you’re chatting with someone who understands you. Half-thoughts, colloquialisms and complex ideas all naturally flow into the interaction. She grasps your intent, not just your words.
She's also tuned into British culture. Regional expressions, British sports teams, homegrown music. Ask her to remember your favourite football team, and she'll know what you mean when you ask when the next game is.
Alexa+ is built on advanced large language models (LLMs) through Amazon Bedrock, but the real breakthrough is what she can do. We built an all-new architecture which connects hundreds of services and devices, bringing intelligence to life.
A chatbot that can answer questions is useful. But an assistant that can get things done for you changes your day. Alexa+ can now take action in the real world. She can choose music depending on your mood, recommend a gift for your mum and actually send it to her, or turn the heating off when you say "Alexa, it's getting hot in here."
Alexa+ is connected to services British customers use daily: smart home management through Philips and Hive, music via Amazon Music, Spotify, or Apple Music, restaurant bookings through OpenTable, news from The Guardian, Press Association, The Independent, Reach and Future, and radio from over 1,000 local stations including the BBC, Global Media, Bauer Media and News Broadcasting. And we will keep adding partners to the list, expanding soon with Just Eat, Treatwell, Checkatrade, SevenRooms, Bark, Fresha, and Access Hospitality.
Beyond intelligence, Alexa+ brings consideration, empathy, and humour when appropriate. The more you interact with her, the more useful she becomes. Now, it’s not just "Alexa", it’s your Alexa. She learns your preferences, routines, music, books, and foods you avoid. Her tone adjusts across conversations, so if your team wins, she speaks more cheerfully when you ask about the game. Through visual and voice ID, she recognises household members and tailors responses accordingly.
Tell Alexa+ about your daily routine or travel preferences, and she'll help your day flow smoothly. Long day at the office? She might dim lights and queue your favourite playlist. She'll remember that your mum is vegetarian or your son won't eat broccoli, and factor this in when recommending restaurants or recipes.
Alexa+ anticipates useful moments. Warming your home before you get home, starting the coffee machine as you wake, highlighting new episodes of your favourite show. This intelligent anticipation shifts your relationship with technology from demanding attention to quietly enhancing life.
We call this ambient AI. Technology that’s there when you need it but fades into the background when you don’t. Alexa+ is always there, but without pulling focus from what matters. She coordinates with devices to deliver contextual awareness and personalised experiences based on time of day, location in your home, and your established habits.
Alexa+ is always with you, whether you're in the kitchen talking to your Echo Show, relaxing in the living room watching Fire TV, or working on your laptop at your desk. Soon UK customers will also be able to access Alexa+ directly from their browser at alexa.co.uk, making it even easier to get help wherever you are.
What makes this truly powerful is how seamlessly your conversations carry over. Start researching dinner recipes on your Echo Show in the kitchen, then continue on your phone on the way to the shops, and Alexa+ picks up right where you left off. She remembers the context and what you were discussing. Alexa+ never misses a beat.
Running low on kitchen roll? Just tell Alexa and she will suggest your preferred brand at the best price and confirm with you before ordering. Planning dinner? She builds shopping lists accounting for dietary preferences. She tracks deliveries, alerts you to price drops on wish list items, and helps discover products aligned with your interests. She can also compare product features, summarise verified reviews, and suggest complementary items. Talking to her feels like consulting a knowledgeable friend.
With 56 million smart home devices connected to Alexa across the UK, you can now manage your home by speaking naturally. Say “It’s dark,” and Alexa will turn the lights on. You can also create custom Routines entirely by voice, combining multiple actions, like adjusting lights, playing music, and sharing the weather forecast. No need to open the Alexa app.
Alexa also moves through the house with you. If you’re cooking in the kitchen and say "Alexa, play my favourite artist" she will start it on your nearby Echo Show. When you move into the living room just say, "Alexa, move the music here" and she will do it, seamlessly.
You can also soon be able to check if that delivery arrived with your Ring doorbell camera, just say "Alexa, did any package get delivered today?", and she will connect to your Ring camera, analyse the video footage and show you if anyone left a parcel.
Building Alexa+ for the UK requires more than just changing a few words, it requires understanding how British people actually communicate. Take "cheers", it can mean thank you, goodbye, or a toast. That's the cultural nuance that makes technology feel like it belongs in your life. It's the regional expressions, the football teams we support, and the humour that defines us.
Our Cambridge Tech Hub is central to this journey. UK engineers, designers, and speech scientists have infused Alexa+ with genuine British personality, fine tuning the models and inventing new speech understanding techniques.
The UK's linguistic diversity is extraordinary, from Geordie in Newcastle to Scouse in Liverpool, from Scottish Highlands to Welsh valleys each region has its own unique way of speaking. Our teams are committed to getting it right so that Alexa understands not just what you say, but how you say it.
It's this combination, British-built technology that understands British life, that makes Alexa+ feel like she's always been part of the family.
We designed Alexa+ the same way we approach building any product, with you in mind, to protect your privacy and security, provide you with transparency, and put you in control.
For example, the Alexa Privacy dashboard lets you review and manage your interactions with Alexa+ in one convenient place. You can listen to exactly what Alexa heard, review the attachments you've shared, change how long your voice recordings are stored, and more. Everything is easy to find in the Alexa app and online.
During Early Access, Alexa+ is free. After Early Access, it will be £19.99 a month and remain free for all Prime members, joining benefits like fast delivery, Prime Video, Amazon Music Prime, Exclusive Prime Shopping Events like Prime Day, Amazon Luna, Reading with Prime and more.
Alexa+ Early Access rolls out in the UK today. Purchase a new eligible Echo device for immediate access. If you already own an eligible device, sign up at http://www.amazon.co.uk/newalexa and we will send you an invite to join the programme. We plan to invite hundreds of thousands of customers in the coming weeks.
The all-new Echo Show 8, Echo Show 11, Echo Dot Max, and Echo Studio are purpose-built for Alexa+, delivering more processing power, memory, and edge-based computing with next-generation sensors.
