Amazon's Alexa+ Hits 100,000 Users: Everything You Need to Know About the AI-Powered Assistant
Searching for the latest updates on Amazon's Alexa+? Wondering how many users have access to Alexa+ and what makes it different from the classic Alexa experience? Amazon CEO Andy Jassy just announced that the new AI-driven digital assistant, Alexa+, has officially rolled out to over 100,000 users. Introduced earlier this year, Alexa+ aims to redefine voice interactions by providing smarter, more natural conversations and powerful agentic capabilities. If you're curious about Alexa+'s features, performance, rollout status, or how it stacks up against Apple’s new Siri, this guide has you covered.
Amazon first unveiled Alexa+ in February 2025, promising a groundbreaking upgrade to its legacy Alexa system. Powered by generative AI, Alexa+ is designed to move beyond canned responses, offering users spontaneous, contextually aware conversations similar to OpenAI's ChatGPT and Google’s Gemini voice modes. The early rollout to 100,000 users is a small fraction of the 600 million Alexa-enabled devices globally, but it marks steady progress in Amazon’s strategic shift toward more sophisticated, action-oriented AI agents.
One of the standout features Amazon touted during Alexa+'s debut was its "agentic abilities" — the capacity for the assistant to complete tasks using third-party apps like GrubHub, or even brainstorm gift ideas. However, reports from The Washington Post indicate that some of these features are missing from the current version. For now, Alexa+ cannot yet handle complex tasks like generating bedtime stories or integrating seamlessly with external apps. Andy Jassy confirmed that while Alexa+ shows strong promise, it remains a work in progress with significant new functionality scheduled for release in the coming months.
During Amazon’s Q1 2025 earnings call, Jassy described Alexa+ as one of the first true action-oriented AI agents for everyday consumers. Still, he acknowledged the challenges involved, calling the technology “primitive” and “inaccurate” at this stage. Most multi-step AI agents, according to Jassy, currently deliver an accuracy rate between 30% and 60%. Amazon’s internal goal is to boost Alexa+’s web-browsing agent, Nova Act, to achieve an industry-leading 90% accuracy — a move that would significantly enhance user satisfaction and boost retention rates.
When comparing Amazon’s Alexa+ rollout to Apple’s efforts with its revamped Siri, Amazon appears to be pulling ahead. While Alexa+ is already live with 100,000 users, Apple CEO Tim Cook confirmed during his own earnings call that Apple's LLM-powered Siri will require more time to launch. He emphasized that the additional development time is necessary to perfect Siri’s advanced capabilities, but this delay gives Alexa+ a valuable head start in the AI assistant race.
Upgrading legacy systems like Alexa and Siri to handle generative AI and tool usage is proving to be more challenging than tech giants anticipated. A key difficulty lies in enabling large language models (LLMs) to perform practical tasks — such as setting alarms, reading messages, and executing multi-step actions — accurately and reliably. Brands able to deliver seamless, agentic AI experiences will have a strong advantage in monetizing these high-intent, high-value user interactions.
Despite the current limitations, Alexa+ is already showing strong potential to unlock new revenue streams through enhanced personalization, proactive task management, and expanded smart home device control. For users invested in Amazon's smart ecosystem, Alexa+ promises to offer a richer, more intuitive experience as it continues to evolve.
If you’re considering upgrading your home automation setup or exploring smarter AI voice assistants, Alexa+ could be a compelling choice in 2025. And with Amazon committed to frequent updates and expanding features, users can expect the assistant’s capabilities to grow significantly over the next year — positioning Alexa+ as a major player in the future of AI-driven home technology.
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