At a Glance
- Amazon will push its new Alexa+ assistant to 600 million existing devices
- Tens of millions of customers can already opt in to the generative-AI upgrade
- The company is prioritizing Prime members for full rollout
- Why it matters: Amazon’s living-room dominance could give it an edge over ChatGPT, Claude and the revamped Siri
Amazon is betting that the 600 million Alexa gadgets already in homes will become its fastest path to AI supremacy. At CES in Las Vegas last week the company said the “vast majority” of those devices can run the new Alexa+ platform, which swaps today’s rigid voice commands for chat-style conversations and on-demand agents that can book rides, order food or tap world knowledge.
600 Million Devices Ready
Daniel Rausch, VP of Alexa and Echo, told News Of Philadelphia that 97 percent of every Alexa device ever shipped can support Alexa+. With more than 600 million units sold, that translates into an instant installed base larger than any standalone AI app. Rausch said “tens of millions” of customers already have the opt-in invitation, and Amazon’s first priority is finishing the rollout to all Prime members.
What Alexa+ Actually Does
Announced early last year, Alexa+ adds:
- More expressive, natural voices
- Real-time world knowledge on par with ChatGPT, Claude and other AI assistants
- Agent skills that complete multi-step tasks such as calling an Uber or ordering dinner
- A chatbot-style interface in the redesigned Alexa mobile app and on the web
By last June Amazon had flipped the switch for just over 1 million users; the pool has since expanded by orders of magnitude.
Why Amazon Thinks It Can Win
Rausch argues that customer habit and device footprint are hard advantages. “It’s in the home, ambiently available, in voice, in the most natural interface,” he said. “Tens of millions of customers already engaging continuously” give Alexa a running start that pure-play chatbots can’t match.
He expects the AI landscape to shake out into:
- A handful of “nameable, foundational AIs that are highly capable”
- Specialist bots focused on single domains-legal, medical, coding, etc.
Alexa, he believes, will anchor the first group thanks to scale and familiarity.
The Competition Heats Up
The timing is critical. Apple just revealed it is weaving Google’s Gemini into a future version of Siri, while OpenAI’s ChatGPT, Anthropic’s Claude and others race to embed themselves in every corner of daily life-from research and healthcare to customer support and software development.
Amazon’s answer is to lean into hardware partnerships shown at CES:
- Samsung demonstrated deeper Alexa controls across smart appliances
- BMW displayed tighter in-car Alexa+ integration
- Oura ring will pipe health data into Alexa routines
Bee Acquisition Adds Wearable Angle
Days before the conference Amazon confirmed its purchase of Bee, a tiny wearable that records conversations and surfaces AI-generated insights through text or voice chat. Rausch said Bee will remain a “lovable” standalone brand while its tech is woven into Alexa’s long-term roadmap.
No Fixed Public Launch Date
Amazon is not committing to a specific date for universal Alexa+ access. The company is “focusing first on bringing the AI to all Prime members,” Rausch said, before opening the gates to every Amazon account holder.
Key Takeaways
- Amazon’s 600 million Alexa devices give the company an instant AI distribution network rivals can’t replicate
- Tens of millions of users can upgrade now, with Prime members next in line
- Alexa+ blends conversational AI with agent-style tasks, positioning Amazon against ChatGPT, Claude and an upcoming Siri-Gemini mash-up
- Hardware partners from Samsung to BMW are already integrating the new platform, and the recent Bee acquisition hints at future wearables play
