The Digester

Amazon is rolling out Alexa+ across the UK, an AI upgrade that makes Alexa more chatty and able to follow conversations; it is priced at £19.99 per month or free with Prime, with new Echo devices gaining instant access.

Alexa+ will roll out across the UK and makes Alexa more conversational, able to follow threads and be more proactive in responses.
Alexa+ costs £19.99 a month or is included for Amazon Prime members.
New Echo devices get immediate access to Alexa+, while older devices must sign up online.
Amazon says 52% of the UK have tried the Echo and there have been 114 billion Alexa interactions in the UK since 2023, about 1,500 interactions per person.
Amazon faces competition from Google, which is integrating Gemini into Google Nest as Gemini for Home.
Smart speakers have been criticised for stagnating compared with chatbots such as ChatGPT, Gemini and Claude.
The Echo business has reportedly cost Amazon billions and faced redundancies in 2022 and 2025, and Alexa+ could increase the data Amazon collects for ad targeting.

Amazon launches Alexa+ in UK to make Echo more conversational

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