As of May 2025, Amazon CEO Andy Jassy said that Alexa+ had so far reached over 100,000 users, representing only a tiny fraction of the 600 million Alexa devices that had been sold. That number has grown significantly in the weeks since. Alexa+ represents a serious attempt by Amazon to create a generative AI experience for consumers that it can eventually monetize. Alexa+ aims to bring the digital assistant new capabilities. The service allows users to chat with the digital assistant using more natural language, where you can phrase requests your own way. You’ll also more easily be able to create routines, search across your Ring camera footage, interrupt or pivot the conversation with the assistant, and more. The experience is more personalized, too, as it saves your preferences and remembers what you like. With its generative AI component, Alexa can do things like summarize long emails you share with the service, create unique bedtime stories, generate quizzes from study guides, make travel itineraries, provide summaries of your smart home activity, and answer other questions, similar to how an AI chatbot might respond. Plus, the assistant will be able to help you take certain actions — like buying concert tickets, booking a dinner reservation, and notifying you when something you’ve been watching goes on sale, among other things.