
Alexa+ makes Echo smarter and more chatty in the UK
Amazon is rolling out Alexa+ in the UK, upgrading Alexa to be more conversational and proactive by following threads. The upgrade will be free for Prime members or £19.99/month; new Echo devices get it immediately, older devices must sign up online. The change aims to revive a stagnating Echo and compete with Google Gemini for Home. It could also give Amazon more user data for targeted ads, with UK usage already showing about 114 billion interactions since 2023 (roughly 1,500 interactions per person).













