Amazon is bringing Alexa+ to the UK

Amazon is bringing its new AI-powered conversational assistant, Alexa+, to the UK, the first country to get the AI ​​assistant outside of North America.

The company is currently letting users in the UK try Alexa+ for free via an early access program. Users who Buy a new Amazon Echo device You’ll receive an invitation to the early access program, and the company says it plans to enable Alexa+ for “hundreds of thousands” of customers in the coming weeks.

Once the early access program ends, Prime subscribers will be able to use Alexa+ for free, and non-Prime users will need to pay £19.99 per month. The company did not specify when the early access program will end.

Alexa+ works with Amazon’s new Echo devices, Fire TV, and the Alexa app, and can transfer the context of a conversation from one device to another. The company plans to expand support for Alexa+ to browsers as well.

Amazon said it has customized Alexa+ for UK customers, and the assistant can understand local context as well as commonly used phrases.

“Local teams, including engineers, linguists, and speech scientists at Amazon’s Technology Center in Cambridge, UK, used various techniques — such as reinforcement learning, accent-neutral speech representation, and regional embedding — to make sure Alexa+ truly understands British customers,” the company said. he said in a blog post.

Amazon noted that users can request suggestions from services like OpenTable, JustEat, and Treatwell. They can also get their news from sources such as The Independent, The Guardian, Press Association and Future Publishing.

Amazon was first revealed Alexa+ in February 2025But its rollout was slow. By June, the company had just given away Millions of people have access to the new assistant in the United States Last month, I finally did Alexa+ is available to all users residing in the United States. The company has also launched early access programs in Canada and Mexico.

Last month, the company introduced the new “Personal” options for Alexa+ Allows users to customize the tone of responses. Earlier this month, Amazon has introduced a “Sassy” mode intended for adults onlybut he said that the assistant will not support NSFW content.