Amazon’s AI assistant Alexa+ is getting a major upgrade with generative AI, multi-step automation, and now, advertisements built right into conversations.
TLDR:
- Amazon has launched Alexa+, a generative AI-powered assistant for smart devices.
- The upgrade allows Alexa to handle complex tasks, recall user data, and integrate with services like Uber and OpenTable.
- CEO Andy Jassy confirmed ads will be embedded in Alexa+ conversations, framing it as a revenue growth strategy.
- While the assistant shows promise, concerns remain about privacy, usability, and trust erosion due to monetization.
What Happened?
Amazon rolled out Alexa+, a major update to its voice assistant that now leverages generative AI to offer more natural conversations, anticipate user needs, and perform multi-step tasks. CEO Andy Jassy recently confirmed that ads will soon appear in Alexa+ interactions, raising fresh questions around user experience and data privacy.
Alexa+ Is Here: Smarter, More Conversational, and Now AI-Powered
Alexa+ was officially launched in February 2025, and the new system began reaching users by March. Unlike the previous versions, Alexa+ is built on large language models (LLMs) and uses agentic AI to act more like a digital assistant than a simple voice bot.
This means users can now ask Alexa+ to plan meals, make reservations, analyze their schedules, or summarize emails from their kids’ schools. It can remember preferences, store personal details, and even help track product prices or find sales on Amazon.
The AI behind Alexa+ is model-agnostic, using a mix of models from Anthropic, Amazon’s own Nova, and others depending on the task at hand.
Ads Are Coming: Amazon’s Plan to Monetize Alexa+
During Amazon’s Q2 2025 earnings call, CEO Andy Jassy confirmed that advertising will be integrated into Alexa+ conversations, calling it a “revenue lever” and a way to enhance discovery.
“There will be opportunities, as people are engaging in more multi-turn conversations [with Alexa Plus], to have advertising play a role to help people find discovery, and also as a lever to drive revenue,” Jassy said.
Alexa+ is currently free for Prime members and USD 19.99/month for others, but Amazon is considering an ad-free premium tier.
This move follows the company’s broader monetization push, which also includes ads on Prime Video. While some promotional features like “By the way” tips or screen ads on Echo devices have existed before, this is the first time ads will be part of voice interactions.
First Impressions: Alexa+ Shows Potential, But Not Without Flaws
Hands-on testing by TechCrunch paints a mixed picture. On the upside, Alexa+ performs well in natural conversations, understands complex requests, and provides useful integrations with platforms like OpenTable, Ticketmaster, and Uber.
However, several issues surfaced:
- Voice interruptions during calendar commands
- Laggy responses
- Inconsistent memory with saved user data
- Difficulty navigating the Alexa app, which still suffers from poor UI
- Incomplete calendar syncing from summarized emails
While Alexa+ shows early promise in summarizing emails, managing reminders, and tracking prices, its execution sometimes falls short. For example, when asked about product availability or sale prices, the assistant would either go silent or provide incomplete answers.
Privacy and Trust Concerns Grow
As Alexa+ becomes more deeply embedded into daily life, privacy is becoming a major concern. With millions of users already onboard, the always-listening nature of Alexa paired with ad-targeting capabilities raises fears around data collection and user profiling.
Amazon has promised opt-out options and claims to prioritize data security, but user sentiment remains split. Many are excited about Alexa’s new capabilities, while others fear it may become another intrusive advertising tool in their home.
What TechKV Thinks
I think Amazon is trying to do too much too fast with Alexa+. Yes, the assistant is finally catching up to the ChatGPT era, and it can now hold real conversations, automate tasks, and even read your email. That’s impressive.
But adding ads into conversations is a slippery slope. Voice assistants are supposed to help you, not sell to you. And while Amazon says it’s all about “discovery,” what happens when it starts pushing products you don’t need or mishears your request?
