Amazon's Revamped Alexa+ Faces Mixed Reactions Due to Technical Issues and ChatGPT Competition

Amazon’s revamped voice assistant Alexa+ is generating mixed reactions as it attempts a comeback nearly two years after its initial announcement. The updated version, which emphasizes conversational fluency and expanded functionalities, has drawn praise for its improved performance but also criticism for unresolved technical hiccups and limited compatibility with older devices. Early user feedback suggests the assistant is a marked improvement over its predecessor, yet it still lags behind AI chatbots like ChatGPT in terms of natural dialogue and task execution [1].

Launched in February 2025 after delays attributed to “structural dysfunction and technological challenges,” Alexa+ is being rolled out incrementally. Prime members can access the beta version for free, while non-members face a $20 monthly fee post-launch. The service introduces features such as multi-step commands (“Alexa, dim the lights and lock the doors”) and integrations with third-party services like Uber. However, limitations persist, including a lack of partnerships with major restaurant reservation platforms like Resy and compatibility issues with older Echo devices [1].

Hands-on testing by Bloomberg revealed both strengths and weaknesses. Alexa+ demonstrated smoother conversations and the ability to handle complex requests, such as booking rides or adjusting smart home routines. Yet users encountered frustrations, including inconsistent Spotify playback, misinterpretations of verbal pauses, and awkward exchanges when adjusting Alexa’s speaking speed. Notably, the assistant occasionally exhibited personality-driven responses, such as deflecting blame during troubleshooting, which raised questions about the boundaries of AI personas [1].

Amazon’s newly appointed head of devices, Panos Panay, acknowledged that the service is still refining its capabilities. He emphasized the “overwhelmingly positive” beta feedback, particularly the shift from a prompt-response model to a conversational format. “It’s just a part of the kitchen conversation at this point,” Panay noted, highlighting how families use Alexa+ to resolve debates without relying on phones. However, gaps remain, such as the inability to link work calendars to Alexa+ for trip planning and the reliance on OpenTable for restaurant bookings [1].

The assistant’s success hinges on addressing lingering technical issues and expanding partnerships to close functional gaps. While Alexa+ excels in ambient, distraction-free interactions, its value proposition may be undermined by the convenience of mobile apps. For instance, booking a reservation via voice requires the restaurant to use Amazon’s preferred platform, and users may find it faster to order an Uber through their phone than via a voice command. Additionally, the requirement to specify devices for tasks like Spotify playback suggests a lack of seamless integration [1].

Amazon faces a delicate balance between managing expectations and showcasing innovation. Panay’s optimism contrasts with the reality of a product that, while improved, still falls short of transforming Alexa into a true “agent” rather than an assistant. The company’s strategy appears to prioritize iterative improvements over bold leaps, a departure from the original Alexa’s understated launch within the Echo device. Yet, with competitors like Apple’s Jony Ive reportedly aiding OpenAI’s AI-powered device development, Amazon’s window to redefine Alexa’s role may be narrowing [1].

In summary, Alexa+ represents a credible but incomplete evolution of Amazon’s voice assistant. Its conversational upgrades and smart home integrations are promising, but unresolved technical issues and limited third-party support may hinder widespread adoption. For Alexa+ to succeed, Amazon must deliver on its promises of fluid, natural interactions while expanding the assistant’s utility beyond basic commands. As Panay noted, the challenge lies in making Alexa a “delight” rather than a source of frustration.

Source: [1] [Is a ‘pretty good’ Alexa+ good enough to pull off a comeback almost two years after Amazon’s revamped voice assistant was first announced?](https://fortune.com/2025/07/26/amazon-alexa-plus-ai-agent-voice-assistant-hands-on-review-compared-chatgpt/)