Important points
- Alexa+ is now available across Europe as our international rollout continues.
- The new Alexa is conversational, deeply personal, and designed to take action in the real world.
- Alexa+ is free during the Early Access program. It will then be included with Prime membership at no additional charge and will be available as a subscription to non-Prime users.
Amazon’s next-generation assistant, Alexa+, continues to be rolled out internationally, currently in the UK, Canada, Mexico, Italy, Spain, Germany, Austria, and most recently France.
For example, in France, Alexa+ knows all about the controversy between pain au chocolat and chocolatine. We also know that it’s taboo to put ice cubes in wine unless it’s in a big glass of rosé on a hot summer’s day, what the ingredients are in ratatouille or pizzaladiere, and that crepes aren’t pancakes.
Alexa+ across Europe
Powered by generative AIthe new Alexa+ represents a meaningful advancement from the original Alexa. It’s smarter, more conversational, deeply personalized, can do work for you, and understands local culture.
Italy
England
Spain
Germany
France
What makes Alexa+ different?
Alexa+ is different from other AI assistants. First, it has ambient intelligence. Alexa+ is always available, there when you need it, and fades into the background when you don’t.
To be truly ambient, Alexa+ works all day long across your devices, rather than sitting in a chat window waiting for prompts. It’s there whether your hands are full and you’re rushing out the door, when you get home from work and think of all the things you need to do, or when you’re in the kitchen preparing dinner with your family.
Talk to Alexa+ naturally, easily change the subject, and don’t have to repeat the wake word every time. Alexa+ answers nearly any question, helps with complex tasks, and remembers the context of your conversations so you can seamlessly pick up where you left off, whether on your Echo device, Fire TV, Alexa app, or browser.
Start a conversation with Alexa+ in the lounge, start it on the app during your commute, and continue it on your laptop later in the day. Alexa+ always works because every device and every endpoint is connected.
It’s also very personal, learning your own preferences, understanding your family’s routines, and adapting to your own life. The more you interact with Alexa+, the more it gets to know you and the more useful it becomes.
Perhaps the biggest difference is that Alexa+ is designed to work in the real world. Alexa+ does more than just provide information. Work with the services your customers know and love to complete tasks from start to finish, from ordering a birthday gift for your mom to sending party invitations to your friends.
How does Alexa+ feel truly local?
Alexa+ is built to feel truly local, understanding not just language but culture.
For example, in the UK, Alexa+ knows what “full” is, it understands what you mean when you say “tired,” and it knows that “cold” means it’s cold outside. And in Germany, when a customer asks for a recipe for Brechen, Schlippen, or Semmeln, Alexa+ knows exactly what to serve.
In Italy, on the other hand, we know the secret to a perfectly made espresso and will never recommend you a cappuccino after lunch. And in Spain, Alexa+ understands the crucial difference between tortillas with onions and without. Getting these details right can be the difference between feeling understood and feeling like you’re talking to a translator.
What can you do with Alexa+?
Most AI tools live in a tab on your browser or an app on your phone and just provide information. It’s up to you to take the next step and take action.
Alexa+ is different because it can do things for you from start to finish.
To accomplish this, Alexa+ works with thousands of services and devices that customers use every day. For example, in the UK, this includes partners such as OpenTable, and in Spain, Alexa+ has partnered with providers such as TheFork. Meanwhile, in Germany, new services such as Kinoheld, GMX and Web.de are expected to arrive later this year.
On the other hand, if you want to build the perfect smart home experience, you can use Alexa+ to create something simple, proactive, and intuitive. Control multiple smart devices with a single request and create routines using just your voice. Alexa+ can also infer your intentions without asking you explicitly, such as adjusting the temperature when you say it’s cold or dimming the lights when you say it’s too bright.
How does Alexa+ protect customer privacy and security?
Alexa+ is designed to protect your privacy and security. It gives a sense of transparency. It controls you.
For example, you can use the Alexa Privacy Dashboard to see and manage your interactions with Alexa+ and available settings. This means you can hear exactly what Alexa heard, see attachments you’ve shared, change how long audio recordings are kept, and more, all in one place. It’s centralized in the Alexa app and online, making it easy to find.
Alexa-enabled devices are designed with multiple layers of protection. This is no different with Alexa+. You can still expect camera controls and visual indicators that let you know Alexa is listening to your requests.
discover 50 things to try with Alexa+from smart home automation to email sending.
