Amazon’s long-awaited AI-powered voice assistant, Alexa Plus, is finally reaching more Echo users across the U.S., months after its soft launch in March.
According to Amazon spokesperson Eric Sveum, over a million users now have access to the upgraded assistant, a significant jump from the “hundreds of thousands” figure last month.
Initially announced in September 2023 and relaunched in early 2024 under Panos Panay’s leadership, Alexa Plus aims to reinvent Amazon’s voice assistant with generative AI at its core. The rollout has been cautious, reportedly due to Panay’s directive to iron out all issues before a full release, given Alexa’s widespread use across devices.
While Amazon touts that nearly 90% of announced features are live, some high-profile tools are still missing from the Early Access version. These include hands-free grocery orders, Fire TV scene skipping, personalized gift brainstorming, and web browser access — critical features if Alexa is to compete with rivals like ChatGPT and Google Gemini.
Despite its incomplete state, early users are offering positive feedback. Many appreciate the assistant’s more natural conversational abilities and smart home enhancements, such as managing multiple devices with a single command and personalized routines. However, some users report inconsistencies with device compatibility, showing that Alexa Plus still has room for improvement.
Amazon plans to expand access further over the summer, with the new assistant expected to cost $19.99 per month, though it will be free for Prime members.
