Amazon is giving its Echo smart speaker, widely known as Alexa, a major AI-powered upgrade in the UK with the launch of Alexa+, a version designed to make the assistant more conversational and proactive.
Alexa+, which follows discussion threads and provides more detailed responses, is Amazon’s answer to criticism that Echo has stagnated since its 2016 debut, while AI chatbots such as ChatGPT, Gemini, and Claude have become increasingly user-friendly.
“At launch, Alexa was often seen as nothing more than an expensive kitchen timer,” said Ed Freed. “Alexa+ changes that experience, offering richer, more natural interactions.”
Jessica Miller, head of data insights at FDM/CCS Insight, said UK users would notice an immediate difference. “Some will enjoy the more relaxed, familiar conversations, while others may find it disconcerting,” she added.
In demonstrations, Alexa+ provided responses that are longer, more nuanced, and proactive. For example, instead of simply stating “no rain is expected today,” Alexa+ might say, “actually, you can leave the brolly at home; sunny skies and no rain in the forecast mean you’ll be sorted without it.”
Amazon claims that 52% of UK residents have tried an Echo, generating 114 billion interactions since 2023—about 1,500 interactions per person. The new Alexa+ subscription costs £19.99 per month or is free for Amazon Prime members, while new Echo devices will have immediate access and older devices can sign up online.
Despite previous losses and the device’s underwhelming revenue performance, Amazon views Alexa+ as an opportunity to collect richer user data, potentially improving ad targeting and strengthening its position in the smart speaker market.
