Key takeaways
- Alexa+ is now available around Europe as the international rollout continues.
- The new Alexa is conversational, deeply personal, and designed to take action in the real world.
- Alexa+ will be free during an Early Access programme. Afterward, it will be included with a Prime membership at no additional cost and available to non-Prime members as a subscription.
Alexa+, Amazon’s next-generation assistant continues to roll out internationally, now in the UK, Canada, Mexico, Italy, Spain, Germany, Austria, and most recently, France.
For example, in France, Alexa+ knows everything about the debate between pain au chocolat and chocolatine. It also knows that putting ice cubes in wine is taboo except if it’s in a big glass of rosé on a hot summer day, what the ingredients of ratatouille and pissaladière are, and that crepes are not pancakes.
Alexa+ around Europe
Powered by generative AI, the new Alexa+ represents a meaningful leap forward from the original Alexa—it’s smarter, more conversational, deeply personalised, can get things done on your behalf, and understands local culture.
Italy
UK
Spain
Germany
France
What makes Alexa+ different?
Alexa+ stands out from other AI assistants. Firstly, it has ambient intelligence: Alexa+ is always available, being there when you need it and fading into the background when you don’t.
To be truly ambient, Alexa+ operates throughout the day across your devices—it’s not sitting in a chat window waiting for a prompt. It’s there when you are rushing out of the door with your hands full, when you are coming home from work thinking about everything that needs to get done, or in the kitchen when you are making dinner catching up with family.
You can talk to Alexa+ naturally, easily change topics, and you don't need to repeat the wake word every time. Alexa+ can answer virtually any question, help with complex tasks, and remembers the context of conversations so you can seamlessly pick up wherever you left off—whether that be on an Echo device, Fire TV, in the Alexa app, or on your browser.
You can start a conversation with Alexa+ in your lounge, pick it up in the app on your way to work, then continue it on your laptop later in the day. Every device and every endpoint is connected so Alexa+ never misses a beat.
It’s also deeply personal, learning your preferences, understanding your household’s routines, and adapting to your life. The more you interact with Alexa+, the more it gets to know you, and the more useful it becomes.
Arguably the biggest difference is that Alexa+ is designed to act in the real world. Alexa+ doesn't just give you information; it works with services customers know and love to complete tasks from start to finish from ordering a present for your mother’s birthday to sending out a party invitation to your friends.
How does Alexa+ feel authentically local?
Alexa+ has been built to ensure it feels authentically local, understanding not just language but the culture too.
For instance, in the UK Alexa+ knows what a "cuppa" is, will understand what you mean when you say you are "knackered," and knows that "it’s nippy" means it’s chilly outside. Then in Germany, when customers ask for a recipe for Brötchen, Schrippen, or Semmeln, Alexa+ knows exactly what to provide.
Meanwhile in Italy, it knows the secrets of a perfectly crafted espresso and would never suggest a cappuccino after lunch. And in Spain, Alexa+ understands the crucial difference between a tortilla with or without onion. Getting these details right is the difference between feeling understood and feeling like you're talking to a translator.
What can Alexa+ do?
Most AI tools live in a tab on your browser or in an app on your phone, only providing you with information—it is then up to you to take the next step and act.
Alexa+ is different as it can do things for you from beginning to end.
To do this, Alexa+ works with thousands of services and devices customers use every single day. For example, in the UK, that includes partners such as OpenTable and in Spain, Alexa+ is partnering with providers such as TheFork. Meanwhile in Germany, new services will arrive during the year including Kinoheld, GMX, and Web.de.
Meanwhile, if you want to build the perfect smart home experience, Alexa+ can create something that’s simple, proactive, and intuitive. You can control multiple smart devices with a single request, create Routines using just your voice, and Alexa+ will even infer what you mean without an explicit ask, like knowing to adjust the temperature if you say you’re cold, or to dim the lights if you say it’s too bright.
How does Alexa+ protect customer privacy and security?
Alexa+ is designed to protect your privacy and security. It provides you with transparency. It puts you in control.
For example, you can review and manage your interactions with Alexa+, as well as available settings, in the Alexa Privacy dashboard. This means being able to listen to exactly what Alexa heard, review the attachments you’ve shared, change how long your voice recordings are stored, and more, all in one stop—it's centralised and easy-to-find in the Alexa app and online.
Alexa-enabled devices are also designed with multiple layers of protections—this hasn't changed with Alexa+. You can still expect camera controls and a visual indicator that lets you know when Alexa is listening to your request.
Discover 50 things to try with Alexa+, from smart home automation to sending emails.
