Eight years after its premiere in our country, Alexa takes a major turn in Spain with the arrival of Alexa+The new generation of Amazon's assistant, powered by generative artificial intelligence, aims to go beyond simply answering basic questions. It's designed to foster fluid conversations, better understand how we speak at home, and handle entire tasks without requiring us to struggle with rigid commands.
Amazon presents this evolution as a change of stage: moving from an assistant who informs to an assistant who actsBooking a table, ordering a Cabify, adjusting the heating, or preparing a shopping list can now be managed by speaking naturally, linking ideas, and even resuming conversations on different devices without losing the thread.
What is Alexa+ and what changes compared to the regular Alexa?
Alexa+ arrives in Spain after a year of launch in the United States and other markets such as the United Kingdom, Canada, Mexico, and Italy, and it does so with a clear focus: to bring the conversation closer to how we actually talk at homeIt's no longer about repeating an activation word, measuring each term, or formulating almost robotic commands; the new Alexa accepts half-sentences, tag questions, topic changes, and colloquial expressions without freezing.
During the presentation of the new experience in Spain, Amazon summarized the idea with a very direct phrase: “We no longer have to learn the Alexa language”Now the assistant tries to adapt to our everyday language, not the other way around. You can go from asking about a movie to continuing with the music in the living room, resume a previous conversation, or string together several requests without having to start from scratch each time.
This leap is supported by large language models integrated through Amazon Bedrock. Alexa+ functions as an “orchestrator” that combines more than 70 different AI modelsChoosing the most appropriate one at any given time, depending on what we ask for: from simple tasks to complex requests that require more context.
Amazon insists that this is not a typical chatbot. The ambition is for AI not just to stay on the screen answering questions, but to do something useful for us in the real world.: write an email, resolve a scheduling conflict, book a plan or manage the connected home without the user having to jump from app to app.
An assistant who understands Spanish from Spain and our customs
One of the points that Amazon has emphasized the most is the Alexa+ cultural adaptation to the Spanish contextTeams of engineers, designers, product specialists and linguists — many of them based in Spain — have worked for years to ensure that the assistant is not a simple translation of the American version.
In practice, this means that Alexa+ better understands the nuances of expressions like "okay" or "come on"which can mean very different things depending on the tone and the situation. He also distinguishes a potato omelet with onions from one without, knows that paella is Valencian, recognizes local musical references—from Mecano to C. Tangana—and understands when a phrase like “it’s freezing cold” is not literal, but a clear indication that it’s a good idea to adjust the air conditioning.
This adaptation goes beyond language. Amazon speaks of an “authentically local” experience: Alexa+ understands unwritten social norms that we take for granted, such as the fact that seven in the evening in Spain is not exactly a typical time to go out for dinner, or that "putting on something quiet" on a Sunday afternoon has nothing to do with a Saturday night party session.
In addition to the linguistic aspect, the company points out that Much of the infrastructure that powers Alexa+ in Europe relies on data centers located in Aragon.This deployment is part of the investments Amazon is making in the region to strengthen its cloud computing and artificial intelligence capabilities.
More natural conversations: from rigid commands to continuous chat
The change is most noticeable in everyday life with the smart speaker or screen. Alexa+ allows you to talk in a way that's much more like how you would talk to another person.You can leave sentences unfinished, use filler words, string ideas together without constantly repeating "Alexa," and change the subject on the fly.
If in the middle of a song we simply say "Alexa, okay", the system may interpret that "okay" as meaning that we want the music to stop. The assistant processes not only the words, but also the context.: what was happening just before, who is speaking, or on what device it is being used.
That continuity extends between devices. A query started on the Echo Show in the kitchen can continue on your mobile phone on the way to the supermarket and be completed on the Fire TV in the living room. without having to re-explain the situation. Alexa+ remembers the topic of conversation and continues where we left off, something that until now was much more limited.
In the coming months, moreover, Alexa+ access will be enabled from the web browser in SpainThe idea is that users can write and receive responses in a chat-like environment, but with the same ability to interact with connected services, documents, or devices when needed. This approach opens the door to initiatives such as Amazon is preparing its return to mobile. focused on Alexa.
From answering questions to doing real things for you
Beyond the change in tone in the conversation, the fundamental difference between the traditional Alexa and Alexa+ is in what it can do. The new assistant is designed to complete tasks from start to finish, not just provide information..
A simple example: We can ask you to find a birthday present, compare options, buy it, and let us know when the package arrives.Instead of simply listing products, Alexa+ manages the entire process, including shipment tracking and, if desired, recommendations of related products.
On a personal and organizational level, The assistant can process the content of an email with tickets for a showIt can identify the date and time, add the event to the calendar, and notify you if there is already another appointment at the same time. It can also draft an email to cancel or reschedule an appointment, adapting the tone to be more formal or more informal, as instructed.
Integration with the physical world is strengthened through agreements with local services. In Spain, Alexa+ can:
- Book tables at restaurants through TheFork and CoverManager.
- Order a car with Cabify as these services expand their rollout.
- Manage leisure plans with platforms like Fever.
- Rely on TripAdvisor for travel and activity suggestions.
All of this is in addition to the already known integrations with Amazon Music, Spotify, Apple Music and the main Spanish media outlets for news and radio, which allows the same conversation that starts with the weather forecast to end, without too much formality, in the organization of a whole weekend.
Smart home: more context, fewer commands
The connected home is one of the areas where Alexa already had a strong presence in Spain, and where Alexa+ is attempting to make a significant leap in usabilityAccording to company data, the assistant was used more than 2.000 billion times to control home devices in 2025 alone, and the new version aims to further reduce friction.
The main novelty is that There's no longer a need to memorize exact names of light bulbs, plugs, or thermostats, or to use overly technical phrases.Instead of ordering "turn on the light in the right living room", simply saying "it's dark here" is enough for the system to interpret what to activate in that specific room.
Similarly, saying "it's hot" may be enough to turn on the air conditioner or linked fan, as long as they are connected to the smart home ecosystem. Alexa+ is aware of the location of the device we are speaking from and decides which elements to act upon..
This logic extends to other devices: We can complain that "the floor is dirty" and the assistant can send the robot vacuum cleaner to clean.Or you can request a specific atmosphere, like "movie theater ambiance," to dim the lights, turn on the TV, and open the corresponding app without going into technical details. It can even be coordinated with RGB LED strips to achieve the desired atmosphere.
Furthermore, Routines can now be created using only your voice.Instead of manually configuring them in the app, we can say something like "every morning at 7:30, turn on the coffee maker, turn up the heating a little, and tell me if I need an umbrella," and Alexa+ takes care of creating and saving that automation.
Ambient intelligence: an assistant that anticipates without intruding
Amazon encompasses many of these functions under the concept of “environmental intelligence”The goal is for technology to be available when needed and invisible the rest of the time. The idea is that we don't have to remember everything: the system anticipates our needs and acts in the background.
Thus, Alexa+ can adjust the home temperature before we arrive, turn on the coffee maker when the alarm goes off, notify us that there is a new episode of our favorite series or adapt the lighting according to the time and the activity we usually do in each time slot.
This anticipation is also evident in entertainment. We might hum a tune, mention a scene, or refer to "the movie these two actresses are in," and The assistant attempts to locate the content on compatible services such as Netflix or music platforms., instead of forcing us to remember exact titles or names.
In some camera-equipped devices, such as the Echo Show, AI can even analyze what's in front of you: from an outfit to a plantThis allows for queries as varied as asking for opinions on whether we are dressed formally enough for an event, checking if a package has arrived home by reviewing recordings from a Ring camera, or a video doorbellor detect when a pet goes out the door.
In the kitchen, the practical approach is maintained: Alexa+ suggests recipes with the available ingredients.It adjusts quantities if the number of diners increases and suggests alternatives if someone has an allergy or cannot tolerate a specific ingredient. If it also takes into account factors such as school menus, it can recommend dinners that complement what has already been eaten at lunchtime.
Personalization, memory and a touch of "personal character"
Another of the key bets of this new phase is the progressive personalizationAlexa+ incorporates voice recognition and, on compatible devices, also visual identification, so it can distinguish each family member and adjust its responses accordingly.
The assistent Learn about musical tastes, daily routines, travel preferences, dietary restrictions, or sporting affinitiesIf we tell her that our mother is vegetarian or that a child doesn't like spinach, that information can influence future recipe or restaurant suggestions. If we mention that we've had a difficult day, she can dim the lights and play relaxing music without us having to go into details.
According to Amazon, Alexa+'s tone also adapts slightly to the conversation.If it detects enthusiasm when asked about a victory, it responds with a more animated tone; if it senses disappointment, it moderates the way it delivers bad sports news or changes of plans. Without becoming a person, the idea is for it to come across as less cold and more attuned to the emotional context. The system has also been shown to offer responses against cyberviolence in specific situations.
This memory is organized into two main layers. On one hand, a “permanent” memory with the information that the user explicitly asks it to remember (for example, your favorite team, your favorite restaurant, or a frequently used address). On the other hand, there is contextual memory, which is shaped by use and reflects things like the styles of music we listen to most, and which can also be erased if we so choose.
To add information in a more structured way, It is possible to send documents, images, or text to Alexa+ via emailAppliance manuals, handwritten notes, menus, and other notes are stored in a private space and can be accessed later with natural-sounding questions. The user always retains control over what is saved and what is deleted.
Services, shopping and leisure: beyond the loudspeaker
The new generation of the assistant also aims to strengthen Alexa's role in shopping and leisure. Integration with Amazon allows requests to "add kitchen roll to the list" to become concrete suggestions. based on the brand we usually buy, comparing prices and confirming with us before closing the order.
In addition to managing lists, Alexa+ can track shipments, notify you if the price of a saved product drops, or summarize reviews from other customers. to help us decide between several options. The conversation is more like consulting with someone who has already looked at the market than browsing alone through an endless catalog.
In the plans section, the assistant takes advantage of agreements with companies such as TheFork, CoverManager, Fever, Tripadvisor or Treatwell. From a single conversation, it's possible to arrange a dinner, book a show, and request transportation. (when the integration with Cabify is deployed) without jumping from application to application.
According to data the company has from markets where Alexa+ has been active for a longer time, A significant portion of the requests received by the assistant now correspond to actions that previously could not be resolved with other AI systems.Amazon's goal is that, little by little, the proportion of "completed" tasks will be much greater than that of simple information queries.
Privacy, data control and internal operations
The expansion of Alexa+ capabilities brings with it more potential data about users' lives, and Amazon is aware that Any progress in this area puts the focus on privacy.The company insists that the user decides at all times what information is shared and for how long it is kept.
From the Alexa Privacy panel, accessible both in the mobile app and on the web, It is possible to review voice interactions, see what the assistant has understood, and manage shared documents and photos. and adjust the retention periods for recordings. You can delete specific queries, entire periods, or the memory associated with certain content.
Amazon also emphasizes that Alexa+ does not track external emails or conversations without permission.For the system to have access, the user must actively send it the documents or explicitly request that it remember something. And there is always the option to undo that registration later.
On the technical level, Part of the processing is done in the cloud and part on the device itself.This is especially true in newer models equipped with greater computing power and advanced sensors. This includes, for example, certain image recognition features in Echo Show devices or quick responses for simple tasks when the connection is less than ideal.
Finally, Amazon reminds us that We can use voice commands to delete our recent history or specific information.without needing to navigate through menus. The stated goal is to give the user a reasonable degree of control without requiring a significant amount of technical configuration effort.
Compatible devices and access methods in Spain
At the time of its launch in our country, Alexa+ It is compatible with over 98% of Echo speakers already installed in Spanish homes.According to the company's own figures, the rollout is being done in phases through an Early Access Program.
There are two main ways to start trying out the new experience. On the one hand, those who purchase a compatible Echo device —including models such as Echo Show 8, Echo Show 11, Echo Dot Max or Echo Studio— will be able to access the early access program directly after setting it up.
For another, Users who already have an Echo at home can register on the website enabled by Amazon (www.amazon.es/nuevalexa)From there, the company will send out waves of "thousands of invitations per week" until it has incorporated hundreds of thousands of accounts over the next few weeks, in a staggered manner.
In addition to the speakers, Alexa+ expands to a selection of Fire TV devicesModels like the Fire TV Stick 4K Max, Fire TV Stick 4K Plus, Fire TV Stick 4K Select, and the latest generation Fire TV Cube are ready to take advantage of the new experience, allowing many of the conversational and control functions to be integrated into the television, as demonstrated by the Amazon Fire TV app redesign.
In parallel, the company is working to ensure that The implementation will also extend to third-party speakers that currently work with Alexa.In these cases, the experience may vary and not all features will be available, but the intention is to maintain basic compatibility on as many installed devices as possible.
Pricing model: How much does Alexa+ cost and what does it include?
The economic aspect is another key point of the launch. During the Early Access period, Alexa+ can be used at no additional cost by users who join the program, either with a new device or by invitation.
Once that phase is over, The standard price for the service will be €22,99 per month for those who do not have other associated plans.This figure places Alexa+ in a high tier if contracted independently, but it is part of a broader strategy to strengthen the Amazon ecosystem.
The reason is that Alexa+ will be included at no extra cost within the Amazon Prime subscription in Spain.In other words, Prime customers—who currently pay an annual or monthly fee for benefits such as fast shipping, access to Amazon Prime Video, Amazon Music, or unlimited photo storage—will also have this advanced assistant included in the package.
From the company's management in Spain, the message is clear: Prime's overall value should be attractive enough to make it difficult to justify not having it.especially if Alexa+ becomes a central part of daily life at home. Time will tell to what extent users perceive this integration as a compelling selling point.
With all this development, Alexa+ arrives in Spain as an ambitious effort to bring generative artificial intelligence into everyday life, aiming to make talking to the assistant feel more like a natural conversation and less like a list of commands. It remains to be seen how it will perform outside the controlled environments of demonstrations, but on paper, The combination of natural language, real-world actions, a strong presence in the connected home, and a highly localized approach puts the new Alexa in a relevant position in the race to become the leading digital assistant in European homes..
