Amazon’s latest smart assistant, Alexa+, is now available in the UK through an Early Access program. This marks its European debut after successful launches in the US, Canada, and Mexico. Starting March 19th, Amazon will send invitations to “hundreds of thousands” of eager participants, ready to experience a more intelligent and conversational Alexa. The company proudly states that Alexa is already the most popular voice assistant in the UK.
Alexa+ isn’t just smarter; it’s also genuinely British. It understands local slang like “cuppa” and can even playfully accuse you of “taking the mick.” Amazon has paid close attention to regional differences, ensuring the assistant understands how people in the UK phrase dates, such as “the 1st of April,” unlike its American counterpart.
To achieve this authentic British touch, a dedicated team of engineers, linguists, and speech scientists at Amazon’s Cambridge Tech Hub worked tirelessly. Their goal was to create a voice assistant that not only understands British users but also engages in naturally flowing conversations, a key element of the Alexa+ experience.
Beyond its enhanced conversational abilities, Alexa+ boasts “agentic capabilities,” meaning it can handle tasks more effectively. In the UK, it already partners with OpenTable and will soon integrate with JustEat. Existing partnerships with services like Spotify, Philips, and Apple Music continue to be a core part of its offerings. For news, Alexa+ pulls content from trusted sources such as The Guardian and Future Publishing.
If you’re a UK customer, getting access is straightforward. Buying a new supported Echo device automatically qualifies you for Early Access. If you already own an Echo, you can register online to receive an invitation. You can also try Alexa+ on certain Fire TV devices and directly through a web browser.
The Early Access period, which lasted almost a year in the US before its full rollout last month, offers Alexa+ for free. It will remain free for Amazon Prime members. For those without Prime, Alexa+ will cost £20 per month. Considering a Prime membership is £9 per month (£95 annually) and includes Alexa+, it makes financial sense to subscribe to Prime for the full benefits.
