Amazon's Alexa+ AI assistant is rolling out to UK customers today as part of an early access program. The U.K. becomes the first European country to receive the upgraded assistant, which has already launched in the United States, Canada, and Mexico. Amazon has been testing Alexa+ since February 2025, promising a smarter, more personalized experience.

Powered by Amazon Nova and Anthropic's large language models, Alexa+ can handle tasks like ordering takeaway, making restaurant reservations, booking rides, and scheduling home repairs. The assistant also controls smart home devices and integrates with services like OpenTable, with JustEat and Treatwell coming soon. Amazon says the update should feel "genuinely British" with local teams in Cambridge working on localization.

Customers purchasing new eligible Echo devices in the UK automatically receive early access, while existing device owners can register for an invite. Alexa+ works on most Echo devices, compatible Fire TV devices, and the Alexa app, with web browser support coming soon. The service is free during the early access period, though Amazon hasn't specified how long this will last. When the trial ends, Alexa+ will cost £19.99 per month or come free with an Amazon Prime membership.