Everything Amazon announced at its Alexa Plus AI event
If you were hoping for new Echo speakers, Echo Buds, or an updated Echo Hub, you’re out of luck.
Amazon just held its first major product event of 2025, and as expected, Alexa took center stage. After years of speculation, delays, and rumors, the company finally unveiled its next-gen AI-powered assistant, Alexa+. But that wasn’t all—Amazon also made some bold software updates to push Alexa beyond smart speakers.
Strangely enough, there were no new Echo devices at this event. You’d think Amazon would launch fresh hardware to showcase Alexa+, but instead, the company seems confident that the software itself is the star of the show.
Kelechi Edeh
So, let’s break down everything Amazon announced at the event.
Alexa Plus is finally here
We knew Alexa+ was coming (since 2023), even if we didn’t know exactly what Amazon was going to call it. So, when the company unveiled a smarter, more human-like Alexa that can hold natural conversations, detect your mood, and remember details like your favorite foods and sports teams, it wasn’t exactly shocking. That’s the kind of AI upgrade we’ve come to expect in 2025.
But Alexa+ goes even further. Amazon says the voice assistant now integrates with services like Uber, OpenTable, and Amazon Fresh, meaning you can book a ride, reserve a table, or order groceries without lifting a finger.
Amazon is also doubling down on smart home automation. You can now move music between Echo devices with a voice command, skip straight to an action scene in a movie, and even get AI-powered summaries of your Ring camera footage, emails, and PDFs.
But Alexa+ comes with a price
Let’s talk about the subscription because this one caught us off guard. A paid version of Alexa was always in the cards, but we expected it would be priced around $5 to $10 per month. Instead, Amazon went all in—Alexa+ costs $20/month. That’s the same price as OpenAI’s ChatGPT Plus.
But Amazon Prime subscribers get Alexa+ for free. Now, seeing as Prime costs $14.99/month one can only wonder if Amazon plans to increase the price down the line or it could drive up the sign up for Prime.
Alexa+ will not support older Echo Devices
Meanwhile, if you’re still rocking an old-school Echo speaker—like the first-gen Echo, Echo Dot, Echo Plus, Echo Tap, Echo Spot, and first & second-gen Echo Show—Alexa+ won't work on your device.
These devices will still work with Classic Alexa, but they won’t get any of the AI-powered features that make Alexa+ appealing. If you want the new assistant, you’ll need to upgrade to any of the newer Echo model.
The Echo Show gets a makeover
If Alexa+ is the star of the event, then the Echo Show refresh is its biggest supporting act.
Amazon introduced a new adaptive display for the Echo Show 15 and Echo Show 21, making the screen adjust based on how far away you are. If you’re across the room, the screen stays clean and simple, showing only the most important info. Walk closer, and it transitions into a full dashboard with widgets, notifications, and smart home controls.
This is a welcome improvement as Amazon’s smart displays have always felt a little cluttered and outdated, especially compared to Google’s Nest Hub Max.
Alexa Plus gets a website and a new app
Amazon is revamping Alexa’s experience with a new website and a dedicated Alexa mobile app exclusive to Alexa Plus subscribers. Think of it as a whole new way to hang out with Alexa beyond talking to her through your smart device.
With these platforms, you’ll get access to Alexa Plus's advanced features like conversing with Alexa to get things done like ordering groceries, managing your smart home devices, or even check if the trash has been taken out using your home security cameras.
Right now, if you visit Alexa.com you’ll be met with a basic information page, but that’s expected to change soon. As for the app, you won’t need to download anything new, Alexa Plus will be integrated into the existing Alexa app.
Conclusion
Alexa is no longer just the voice in your speaker, it has now sort of become your go-to assistant, whether you're at home or outside. And with a new website and app, Alexa is evolving to stay relevant in the AI driven world.
But at $20/month, that price tag is a little bit steep. Prime members get it for free, but it’s hard not to wonder if a Prime price hike is coming. We’ll see how it all plays out when Alexa+ launches in the U.S. in late March 2025.
