Amazon’s AI voice assistant Alexa+ is about to get a lot more interactive, and not just in how it helps you with daily tasks. According to CEO Andy Jassy, the company is now looking at ways to place advertisements directly within multiturn conversations with users. The announcement came during Amazon’s second-quarter earnings call, where Jassy laid out ambitious plans to turn Alexa+ into a new channel for both discovery and revenue generation.
Alexa+, introduced earlier this year in the United States, is Amazon’s most advanced version of its voice assistant to date. Powered by artificial intelligence, the upgraded assistant is already being used by millions of people across the country. It can perform a range of tasks that go beyond basic voice commands. From booking appointments to ordering groceries and answering vague music requests, Alexa+ is designed to function more like a human assistant than ever before.
Now, Amazon wants to make these interactions even more valuable by monetizing them through advertising. Jassy explained that as users engage in more complex and extended conversations with Alexa+, it creates a natural opportunity to introduce ads. These will not appear as random interruptions but are intended to serve as relevant discovery tools that fit within the flow of the conversation. While this move would mark a first for Amazon’s voice assistant platform, it aligns with the company’s broader push to blend commerce and content in more intelligent ways.
The integration of ads is just one part of Amazon’s larger vision for Alexa+. Jassy also hinted at future plans to explore a subscription-based model. While Prime members currently enjoy Alexa+ as part of their existing membership, non-Prime users have the option to subscribe at a monthly rate. Although a separate premium tier is not expected immediately, the company sees potential for future offerings that could include advanced capabilities or exclusive features.
What makes Alexa+ stand out from earlier versions is its “agentic” functionality. This means it is not just reacting to commands but is actively completing tasks for users. It can recognize user preferences, understand vague prompts, and execute multi-step actions such as making reservations or finding concert tickets. The system’s enhanced ability to understand natural language and context makes it a prime candidate for integrated services and monetization features like advertisements.
Jassy emphasized that the new model would be rolled out gradually, starting with continued expansion in the US before reaching international markets later this year. As more users adapt to AI-driven voice experiences, Amazon is positioning itself at the intersection of technology, convenience, and commerce.
For now, Alexa+ remains free for Prime subscribers and available for a fee to others, but the landscape could shift as Amazon continues to innovate around user engagement and AI personalization.
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