Alexa + , Amazon ’s artificial intelligence assistant , is rolling out to all Amazon customers in the UK from today as part of an early access program. The UK is the first European country to get the upgraded assistant , which is already available in the United States, Canada and Mexico.
Amazon has been testing Alexa+ since February 2025 and says it offers a smarter, more personalized, and more proactive assistant experience. The company says Alexa+ is much more capable than the previous version of Alexa, thanks to its upgraded architecture that uses large language models from Amazon Nova and Anthropic.
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Amazon: What Alexa+ can do
Alexa+ can do things like order food, make restaurant reservations, book rides , and schedule home repairs. It can also control smart home products and answer questions similar to other chatbots. It works with Amazon services and can integrate with hardware like Ring cameras. UK launch partners include OpenTable, with JustEat and Treatwell coming soon.
Amazon says the update should feel “authentically British.” For example, it knows what a “cuppa” is, will understand what a user means when they say they’re “knackered,” and knows that “it’s nippy” means it’s cold outside. It can even use expressions like “you’re taking the mickey” or “Bob’s your uncle” in conversation. Local teams, including engineers, linguists, and speech scientists at technology center in Cambridge, have reportedly been working on the localization in Britain.
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Customers who purchase a new eligible Echo device in the UK will receive Early Access, while customers who already have a compatible device can sign up to receive an invitation.
Alexa+ works on most Echo devices, compatible Fire TV devices, and the Alexa app, with support for web browsers coming soon.
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The service is available at no extra cost during the early access, although Amazon hasn't said how long it will last. Whenever that ends, Alexa+ will cost £19.99 per month or be free with an Amazon Prime subscription.
