Alexa+ introduces a more intelligent and conversational approach to digital assistance.

After years of hard work, Amazon is about to introduce its next-generation digital assistant, called Alexa+. Panos Panay, who is the senior vice president of devices and services, showcased Alexa+ at the company’s 2025 devices event. This new version promises to bring a significant upgrade to a product that millions of people rely on every day.

One of the most exciting features of Alexa+ is its ability to understand tone and mood, responding in a way that feels more natural. Unlike before, you will only need to say “Alexa” once to activate the assistant, and then it will engage in an ongoing conversation. Panay mentioned that Alexa+ has improved contextual awareness, allowing it to remember what you said earlier in a conversation. This means you can have more fluid discussions without feeling overwhelmed by the technology.

During the demonstration, Panay shared a notable example where he asked Alexa+ to play a song without clearly naming it. He said, “What’s the song Bradley Cooper sings… it’s like a duet?” Alexa+ correctly responded with “Shallow,” explaining that it’s a duet with Lady Gaga from the movie A Star is Born. Panay then instructed Alexa+ to play the music from the right speaker in the room. The assistant accurately identified the correct speaker. Furthermore, Alexa+ can understand complex commands like “play the music everywhere but don’t wake the baby.” In such cases, it would know to avoid playing music in the nursery.

Alexa+ also shows smarter integration with Amazon’s various services. For instance, if you’re watching Prime Video, you can jump to a specific scene just by mentioning an actor or character’s name, eliminating the need to fast forward or rewind manually. During the demo, Panay asked Alexa+ if someone had walked their family dog recently, and the assistant correctly found the right video clip to answer his question.

This new capability is expected to extend to third-party apps, as Amazon provides tools for companies like Uber, Grubhub, and OpenTable. In one demo, Alexa+ successfully made a restaurant reservation on OpenTable and added a reminder to the user’s calendar. Shortly after, it booked an Uber ride and sent a reminder via text message. This feature will be particularly useful in real-life situations, such as navigating the complex pickup area at JFK Airport.

However, the demonstration wasn’t flawless. In a part of the demo involving documents, when Mara Segal, who is the director of Alexa, asked a question about a Homeowner Association document, Alexa+ interrupted before finally providing the correct answer upon a second request. Despite this hiccup, Amazon claims that Alexa+ will be able to summarize information from documents and add important events to your calendar.

Alexa+ will be included with an Amazon Prime membership, which currently costs $15 per month in the U.S. However, there will also be an option to access the enhanced assistant separately for $20 per month. Early access to Alexa+ will start next month, with a broader rollout coming in waves over the following months. Initially, it will be available on devices with screens, like the Echo Show series. If you don’t already own an Echo Show 8, 10, 15, or 21, you can purchase one to be among the first to access Alexa+.