Key Points
- Amazon is holding a major launch event on Tuesday to unveil a new lineup of devices.
- The new products are expected to be built around the company’s AI-powered Alexa+ assistant.
- Early reviews for Alexa+ from beta testers have been mixed, with some calling it a step backward.
- Amazon is charging $19.99 a month for Alexa+ (free for Prime members), a first for the company.
Amazon is holding a major launch event on Tuesday, where it’s expected to unveil a “brand new lineup” of devices, all likely built around its new, AI-powered Alexa+ assistant. The event comes as the company faces growing pressure to prove its AI chops in a world now dominated by rivals like ChatGPT and Google’s Gemini.
Amazon typically holds a big hardware event every fall, and this year’s seems focused on integrating its new, more conversational AI into its entire product ecosystem, from Echo speakers and Fire TV to Ring doorbells and Kindle e-readers.
The star of the show will undoubtedly be Alexa+, the company’s long-awaited, generative AI-powered upgrade to its popular voice assistant. Amazon is taking a significant risk by charging for the new service—it costs $19.99 per month, although it’s free for Prime members.
However, the rollout has been a bit rocky. Early reviews from beta testers have been mixed. While some have praised the new Alexa for being a more natural conversationalist, others have found it prone to mistakes and even a step backward in performing some basic tasks. One beta tester said he felt Alexa+ had “worsened some of the functions I was used to using it for.”
With over 600 million Alexa devices sold worldwide, Amazon’s stakes are high. The company needs to deliver a truly impressive AI experience to stay competitive and justify the new subscription fee.
