tech
March 19, 2026
Amazon brings Alexa+ to the UK
The company is currently letting users in the U.K. try out Alexa+ for free via an early access program.
TL;DR
- Alexa+ is launching in the U.K. as the first country outside North America.
- U.K. users can get early access by purchasing a new Amazon Echo.
- Prime subscribers will receive Alexa+ for free after the early access period.
- Non-Prime users will pay £19.99 per month for Alexa+.
- Alexa+ works across Amazon Echo devices, Fire TV, and the Alexa app, carrying conversational context.
- Support for Alexa+ will be extended to browsers.
- Amazon has customized Alexa+ for U.K. customers using techniques like reinforcement learning and accent-neutral speech representations.
- Users can get suggestions from local services like OpenTable, JustEat, and Treatwell, and news from U.K. sources.
- Alexa+ was first unveiled in February 2025, with a slow rollout in the U.S.
- New 'personality' options, including an adult-only 'Sassy' mode, have been introduced for Alexa+.
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