After several weeks as part of the early release program for Amazon’s Alexa+, I’ve had the chance to put the new assistant through its paces—across daily routines, smart home management, and spontaneous conversations. As a long-time Alexa user, I can confidently say that Alexa+ represents a significant evolution in voice AI. The leap in natural language understanding, emotional intelligence, and proactive engagement is obvious and makes for a much more engaging experience. Yet, as impressive as the technology is, Amazon’s greatest challenge now is not just further improving Alexa+, but fundamentally changing how users relate to and utilize their voice assistant. The hurdle is not in the code, but in the habits and expectations of millions of users. Even continuing to call Alexa+ an assistant seems to limit her to her previous self rather than her new and improved version and the possibilities ahead.

A Transformed Experience: Natural, Frictionless, and Human

From the very first interactions, the difference between Alexa+ and the original Alexa is striking and not just because her voice is different. Conversations flow more naturally, with the ability to interrupt, correct, or change course mid-sentence—something that makes Alexa feel much less like a machine. While I still personally struggle to refer to any current AI agents like Copilot or Gemini as companions, I can see why some users would think of Alexa+ as one. The new, energetic tone is adaptable: my morning affirmations are delivered in a calm, empowering voice, while Alexa picks up on my mood and context throughout the day, even responding empathetically to comments about the weather or suggesting indoor activities when it’s raining. And if this new peppy tone is not for you, my kid, for instance is not a fan, you can pick from a series of voices that best fits your likings.

This level of emotional intelligence and contextual awareness is a clear differentiator. Alexa+ doesn’t just answer questions; she engages, adapts, and even learns from feedback. For example, after I mentioned I didn’t like her being overly apologetic, she changed her responses, becoming more concise and confident. This is a far cry from the rigid, command-based interactions of the past.

Alexa+ can also remember personal details you choose to share, like your food preferences, so when you ask for a recipe or a restaurant suggestion, she tailors her recommendations to your tastes and avoids options you’re not interested in

Conversational Capabilities: Setting a New Standard

Alexa+’s conversational abilities ae the most obvious improvement and absolutely delightful. The voice options are varied, though I found myself gravitating back to the default, more upbeat voice. The ability to detect and mirror user tone is impressive, and the wakeword-free, multi-turn conversations allow for a more organic experience. Compared to competitors like Copilot or Gemini, Alexa+ stands out for its personality and emotional quotient.

Customizing how Alexa+ interacts with you makes it easier to feel comfortable relying on her for longer conversations and more complex requests. While her sense of humor doesn’t always land for me, I do appreciate that she has a distinct personality.

Smarts and Utility: Progress, With Room to Grow

Alexa+ is more capable than ever at remembering information, managing routines, and integrating with third-party services. Setting up Uber was straightforward, and managing my smart home—especially with routines set up by voice—was liberating. The ability to search Ring camera feeds and manage multiple devices with ease is a testament to Alexa+’s growing intelligence. The more applications and services that connect with Alexa, whether for shopping, booking entertainment, or ordering food, the richer and more varied the experience becomes, drawing users into deeper, more meaningful engagement. This breadth of integration sets Alexa+ apart from other AI assistants like ChatGPT and Gemini, which, for now, primarily focus on productivity and creativity features rather than real-world actions and home-centric tasks. For Alexa+, regular feature updates are crucial, especially since early adopters, familiar with the rapid pace of innovation from other platforms, will expect continual evolution. However, expanding Alexa’s capabilities often depends on securing partnerships with third-party providers, as many sought-after features rely on services beyond Amazon’s direct control. So far, Amazon has released or is planning to release before general availability the following integrations: GrubHub, OpenTable, Ticketmaster, Yelp, Thumbtack, Vagaro, Fodor’s, TripAdvisor, Amazon, Whole Foods Market, Uber, Spotify, Apple Music, Pandora, Netflix, Disney+, Hulu, Max, smart home devices from companies like Philips Hue, Roborock, and Lutron.

The Real Challenge: Changing User Behavior

Despite these advancements, the biggest hurdle Amazon faces is changing user behavior. Most early adopters, myself included, have historically viewed Alexa through a transactional lens: setting timers, controlling lights, or asking for quick facts. Productivity is where competitors like ChatGPT, Perplexity, or Gemini excel, handling productivity-driven, written tasks such as research or document editing.

Alexa+ is different. Her strength lies in being a proactive, emotionally intelligent presence in the home, not just a tool for transactional tasks. The journey with Alexa+ is less about issuing precise commands and more about exploring what’s possible through natural conversation. This requires users to invest time in discovery, experimenting with new features, and reimagining what a voice assistant can do for them.

Amazon is making strides to facilitate this shift. Alexa+ can now talk about her own features, and I’ve started receiving weekly emails highlighting new capabilities. I do wonder if Amazon should explore the potential for even more: gamifying discovery, with points or rewards for trying new features, could incentivize users to break out of old habits and embrace the new Alexa+.

A More Personal, Engaging Assistant

What truly sets Alexa+ apart isn’t a single killer feature, but the overall experience. The personality, EQ, and demeanor of Alexa+ make her more than just a utility. Features like storytelling for children, personalized research and learning, and the ability to set up routines by voice are compelling.

Alexa+ also excels at morning briefings, managing up-to-date information, and providing reassurance when following directions. The new visual UI on devices like the Echo Show 21 adds another layer of engagement, with dynamic graphics that reflect the context of each interaction.

Comparisons: Alexa+ vs. Other AI Assistants

Unlike ChatGPT or Perplexity, which I use for productivity and written exchanges, Alexa+ is about presence and personality. These other agents don’t need to know me or remember my family dynamics; Alexa+ does, and that’s what makes her unique in the home environment. The challenge of having and agent or companion in the home is also that this agent While Apple’s next-gen Siri and Google’s Gemini and Project Astra on glasses with may eventually close the gap, Alexa+ is currently unmatched in its blend of context, personality, and emotional intelligence.

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