Amazon Introduces Alexa+ AI Assistant

Amazon announced at CES 2026 that it is making a major transformation to its voice assistant, Alexa. In response to intense competition from AI chatbots like ChatGPT and Google Gemini, Amazon has introduced a more personalized, conversational, and memory-enabled AI assistant called “Alexa+.” According to Panos Panay, head of Amazon Devices & Services, the core idea behind the new Alexa+ is not just for Alexa to understand you, but to remember you. This means it will recall your previous requests, preferences, and family members’ habits to provide better and more useful responses next time.

For example, Panay explained that when he told Alexa about a harness for his dog, after a short while, his Echo Show device had a prepared list of matching products. On another occasion, when his family couldn’t decide on a restaurant, Alexa suggested options based on previous visits, favorite cuisines, and reservations.

While ChatGPT and Gemini also use memory and context, Amazon says the unique feature of Alexa+ is that it directly performs real-world actions like shopping, making reservations, and controlling smart home devices within the Amazon ecosystem. Therefore, Amazon hopes Alexa+ will evolve from just a chatbot to a “daily life assistant.” Amazon has already launched a web interface called Alexa.com, similar to ChatGPT’s web version, allowing users to chat with Alexa+ online and continue the conversation on Echo devices, mobile apps, or other Amazon devices.

Another important aspect is increased user engagement through Alexa+. According to Amazon, users of the new Alexa+ have had twice as many conversations compared to the older Alexa, indicating that users are beginning to see Alexa+ as a more lively and pleasant experience. Going forward, Amazon plans to expand Alexa beyond the home to smart glasses (Echo Frames), wearable devices like the Bee wristband, and web usage. Amazon is preparing to integrate features such as conversation summaries, reminders, and daily to-do lists generated through the Bee wristband with Alexa.

However, Amazon also emphasizes that it remains attentive to privacy concerns. Panos Panay, head of Amazon Devices & Services, stated that users will have full control over how long their voice recordings and text transcripts are stored or whether they should be deleted. By providing this freedom to adjust settings, Amazon aims to protect personal data while users enjoy AI services like Alexa+. According to Amazon, if the product is useful, users will change their perspective on privacy concerns.

Amazon’s Alexa+ initiative is not a direct copy of ChatGPT but a strong effort to advance AI competition by combining memory and action within the Amazon ecosystem. Critics believe that a powerful AI developed by a giant company like Amazon, which already has a vast ecosystem in foreign countries, could have a significant impact on people’s lives.