AMZ123 has learned that Amazon has recently announced the launch of a new generation voice assistant, Alexa+, based on generative artificial intelligence in Brazil. Currently, the service has begun to open up early experience qualifications to Brazilian users, providing invited users with free access during the initial testing phase. Amazon stated that after the end of the early experience phase, Alexa+ will continue to be free for Amazon Prime members.

According to the introduction, Alexa+ was first launched in the United States in February 2025 and represents an important upgrade to Amazon's Alexa voice assistant. The new version uses generative AI technology to better understand natural language instructions, maintain context memory during conversations, and perform more complex tasks. Users do not need to repeat the wake word every time they give an instruction and can freely switch topics and complete continuous operations within the same conversation.

Amazon stated that Alexa+ will further expand its application capabilities in daily life scenarios, including schedule management, music recommendation, shopping assistance, smart home control, and event planning functions. In the future, users will also be able to directly call Uber vehicles through voice. Amazon also revealed that it will integrate deeper functional integrations with partners such as Gol Airlines, ClickBus, Porto Seguro Insurance, and FeverUp in the future.

In the Brazilian market, Alexa+ has been integrated with locally used music, video, and information services, including Amazon Music, Spotify, Deezer, Apple Music, Audible, Prime Video, and Netflix. At the same time, the assistant can also access local media content such as UOL, G1, Estadão, CBN, and local radio programs.

To adapt to the Brazilian market, Amazon has made localized adjustments to Alexa+, enabling it to better understand different accents, local expressions, and cultural backgrounds in Brazilian Portuguese. Alexa+ also added a more natural and expressive voice, but users can still choose to keep the previously familiar male and female Alexa voices.

In smart home scenarios, Alexa+ has further simplified the interaction between people and devices. Users no longer need to use fixed instructions but can directly express their needs.

For example, when a user says, "It's too dark here" or "It's too hot here," Alexa+ can combine environmental information and connected devices to automatically understand user intentions and perform corresponding operations. Users can also create automated scenes through voice, such as adjusting lights, playing music, and reporting weather information at the same time.

Personalization is also one of the important upgrade directions of Alexa+. Amazon stated that the assistant can recognize different users through voice or image and provide differentiated services according to personal preferences. The system can generate answers and suggestions that better meet individual needs by combining information such as users' living habits, consumption preferences, music interests, and dietary restrictions.

Technically, Alexa+ adopts a new AI architecture, completing tasks by connecting multiple different types of artificial intelligence models and services. Amazon stated that most interaction requests will be processed by its independently developed Amazon Nova series models, which will automatically select the most suitable AI model to perform tasks according to different needs.

In terms of privacy protection, Amazon stated that Alexa+ retains existing privacy management functions. Users can view historical interaction records, listen to voice recordings, manage uploaded files, and independently set the storage duration of voice data through the Alexa privacy control panel.

According to information released by Amazon, after the end of the early experience phase, Prime members can continue to use Alexa+ for free. Non-Prime users can choose to subscribe to the service for a monthly fee of 99.90 reais. The subscription will also include 2TB of photo and video storage space provided by Amazon Photos.

Users with compatible devices can apply for experience qualifications through the Amazon official website or directly issue a voice request to Alexa saying, "Alexa, I want to use Alexa+." Amazon stated that it will invite tens of thousands of users to participate in the experience in the coming weeks and gradually expand the scope of opening up.

At the same time, Amazon has also launched new devices optimized for Alexa+, including Echo Show 8, Echo Show 11, Echo Dot Max, and Echo Studio. These products are equipped with more powerful processing capabilities and advanced sensors, which can fully leverage the functional advantages of Alexa+.

In addition to AI business layout, Amazon also disclosed its latest investment progress in the Brazilian market. Data shows that in the past 15 years, Amazon has invested more than 68.1 billion reais in the southeastern region of Brazil, with an investment of more than 17.5 billion reais in 2025 alone. The region currently has more than 130 logistics centers operating with Amazon technology.

Nationwide, Amazon stated that it has deployed more than 300 operating facilities in 26 states and the Federal District of Brazil, with more than 100 new sites opened in 2025 alone.

Recently, Amazon also announced that it will build a new logistics complex in Osasco, São Paulo State. The facility will become an important technology and logistics hub for Amazon in Brazil, serving the São Paulo metropolitan area and surrounding markets, further improving distribution efficiency.

Amazon stated that in 2025, it achieved the fastest delivery speed in Brazil's history, delivering more than 50 million items to Prime members on the same day or the next day throughout the year.

At the same time, Amazon is expanding its instant delivery service Amazon Now. Currently, consumers in São Paulo, Rio de Janeiro, Campinas, and Belo Horizonte can use the service to purchase groceries, personal care products, and household cleaning supplies, with items arriving within 15 minutes at the fastest.

Amazon stated that in the future, Amazon Now will gradually expand to more cities while continuously increasing product categories according to local consumer demand. With the launch of Alexa+, the expansion of the logistics network, and the advancement of instant delivery services, Amazon is further strengthening its AI and retail ecosystem layout in the Brazilian market.

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Source: Amazon News
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