Giving Alexa the power of generative AI was already expected to be the star announcement from Amazon -- and it was. During the last Devices and Services event in 2023, Amazon announced a gen AI-powered 'Alexa+' or Alexa Plus and a new user interface coming to an Echo device near you, and the company is now making it more real than ever before.

Amazon announced the new AI-powered Alexa+ at its February 2025 Devices & Services event on Tuesday in New York City.

Now we know that an AI-powered Alexa+ is coming to your Amazon device very soon (assuming you live in the US of course – international release dates are still to be confirmed), we can welcome Amazon back to the virtual assistant race with open arms.

But with the launch of Alexa Plus, Amazon has finally taken a big step toward that goal. The voice assistant has been “one hundred percent re-architected,“ Amazon’s head of

Amazon has unveiled Alexa+, which is not only better than anything we've seen before from Amazon but also free for Prime users.