Amazon is introducing its AI-powered conversational assistant, Alexa+, to the U.K., marking its first launch outside North America. U.K. users can try Alexa+ for free through an early access program. Customers who purchase the new Amazon Echo will receive an invite, with plans to enable Alexa+ for “hundreds of thousands” of customers soon.
After the early access period, Alexa+ will be free for Prime subscribers, while non-Prime members must pay £19.99 per month. The end date for this early access phase hasn’t been disclosed.
Alexa+ is compatible with Amazon’s Echo devices, Fire TV, and the Alexa app, with the ability to maintain conversational context between devices. Amazon aims to introduce browser support for Alexa+ as well.
The assistant has been tailored for U.K. users, understanding local context and common phrases. Amazon’s Tech Hub in Cambridge, UK, has used various techniques to ensure Alexa+ accurately comprehends British users.
Users can request suggestions from services like OpenTable, JustEat, and Treatwell and receive news from sources such as The Independent, The Guardian, Press Association, and Future Publishing.
First unveiled in February 2025, Alexa+’s rollout has been gradual, with one million users accessing it in the U.S. by June, and full availability to U.S. users occurring last month. Canada and Mexico also saw early access launches.
Additionally, last month, Amazon introduced new “personality” options for Alexa+ to allow users to tailor response tones. This month, they offered a “Sassy” mode for adults, though it excludes NSFW content.