Amazon Launches Alexa+ in the UK as Its First European Market

Amazon has officially introduced its advanced AI assistant, Alexa+, in the United Kingdom, becoming the first country in Europe to access this technology. This launch follows the assistant’s initial availability in North America.

The Alexa+ assistant leverages generative artificial intelligence and presents significantly improved features designed to handle tasks from beginning to end. According to the company, this version of Alexa is tailored specifically to British users, capable of understanding local conversations and common phrases.

To allow U.K. users to experience Alexa+, Amazon has initiated an early access programme. Customers who purchase new Amazon Echo devices will receive invitations to this exclusive programme, which aims to onboard hundreds of thousands of users in the near future. After this early phase, Prime members will be able to use Alexa+ at no extra cost, while non-Prime subscribers will need to pay £19.99 per month for access.

The assistant operates seamlessly across various devices, including Amazon Echo, Fire TV, and the Alexa application, ensuring continuity in conversations regardless of the device used. Furthermore, the company intends to extend support for Alexa+ to web browsers.

Amazon has customised its assistant for U.K. customers by integrating techniques from local engineers, linguists, and speech scientists based at Amazon’s Tech Hub in Cambridge. This regional adaptation is vital for improving Alexa’s performance in understanding British accents and colloquialisms.

In a recent blog post, Amazon highlighted the diversity of services Alexa+ can interact with, such as OpenTable for restaurant reservations, JustEat for food delivery, and Treatwell for beauty bookings. Users will also receive news updates from reputable sources including The Guardian and The Independent.

The unveiling of Alexa+ took place in February 2025, with a gradual rollout beginning in the United States. Initially, the assistant was available to one million users by June before it was extended to all U.S.-based customers. Subsequent early access programmes were launched in Canada and Mexico as well.

In response to evolving user preferences, Amazon recently added new personality options for Alexa+, allowing users to customise the tone of interactions. This includes a distinct adult-only mode called ‘Sassy’, although the assistant is designed not to engage with inappropriate content.

The introduction of Alexa+ represents Amazon's commitment to enhancing user experience through innovative technology and localised understanding, setting the stage for future developments in the European market.