Alexa+ Now Available in Italy
Starting today, Alexa+ is also available in Italy, free for all users through the Early Access program. Alexa+ is the personal assistant that operates through the Alexa devices present in our homes.
Alexa+ introduces a somewhat revolutionary approach in the world of voice assistants, thanks to its foundation on large-scale advanced language models (LLM) built on Amazon Bedrock. Its behavior is tailored to the specific needs of the user, adapting to contexts and behaviors familiar to them.
For example, Alexa+ chooses music based on the mood, suggests a gift for a relative and arranges for it to be delivered, lowers the thermostat when told, "Alexa, it’s hot here," books a restaurant considering the family's dietary preferences, and suggests a recipe based on what they like most. Alexa+ is connected to the services that Italian customers already use every day: smart home management, music through Amazon Music, Spotify, or Apple Music, news and radio from reliable local sources. In the coming weeks, integrations with partners are also planned to enrich the user experience and expand usage possibilities.
Alexa+ can be used through various Alexa devices in our homes, but soon it will also be accessible via browser. Moreover, conversations can be continued seamlessly from one device to another: starting a dinner recipe search on an Echo device and continuing it on the phone while grocery shopping without losing any part of the initial search.
One of the tasks performed by Amazon in localizing Alexa+ in the Italian language relates to the peculiarities of our language. The expression "salute," for instance, can be a toast, a response to a sneeze, or a sincere wish; it all depends on the context. Considering these cultural nuances, Alexa+ reveals the actual potentials of this technology. Italian scientists, engineers, and language specialists working at the Alexa Research and Development Center in Turin have given Alexa+ an authentically Italian personality, refining the language models and developing new natural language understanding techniques.
Of course, great attention has also been paid to data and conversation privacy. The Alexa privacy dashboard allows users to review and manage their interactions with Alexa+ in one place. Users can listen to exactly what Alexa has recorded, check shared content, modify how long voice recordings are kept, and delete recordings at any time. Everything is easily accessible in the Alexa app and online. The user is in control.
During the Early Access period, Alexa+ will be free for everyone. After this period, it will be available for EUR 22.99 per month but will continue to be available at no additional cost for all Amazon Prime customers, adding to the numerous benefits already included: unlimited fast delivery, Prime Video, Amazon Music Prime, exclusive offer events like Prime Day and Prime Offer Day, Amazon Luna, Amazon Photos, thousands of books, and a selection of magazines through Read with Prime and much more.
There are two ways to gain Early Access to Alexa+ starting today: the first is to purchase an Echo device for immediate access. Specifically, Echo Show 11, Echo Show 8, Echo Dot Max, and Echo Studio are devices specifically designed to support next-generation experiences based on generative AI, with increased processing power, memory, and edge computing capabilities.
Those who already own a compatible Echo device can register at amazon.it/nuovalexa to express their interest in Early Access to Alexa+. In the coming weeks, Italian customers will be invited to participate, gradually expanding access.