Amazon launches Alexa+ generative AI assistant in Brazil

Amazon has introduced Alexa+, also called Alexa Plus, in Brazil as part of an early‑access program. Built on generative AI and a multi‑model architecture, the assistant moves beyond predefined scripts to understand nuanced, contextual commands and to perform full tasks such as adjusting thermostats, ordering rides, or drafting emails.

The service is free during the early‑access period and will later become a benefit included with Amazon Prime at no extra charge. Alexa+ integrates with local media sources, music services, and smart‑home brands like Positivo, Intelbras and Elgin, and it works on Echo devices, Fire TV, the Alexa app and, soon, web browsers. Features such as visual and voice ID let it recognise individual family members and tailor responses. Amazon also cites partnerships with Gol, ClickBus, Porto Seguro and FeverUp to expand voice‑driven travel and home‑service options. The launch signals a push toward more intuitive, AI‑driven home automation in the Brazilian market.