Amazon launches Alexa+ AI-powered assistant in Brazil

Amazon has begun a soft launch of Alexa+, its next‑generation voice assistant, in Brazil. Built on the Bedrock platform, Alexa+ combines Amazon’s own Nova model with third‑party models such as Anthropic’s Claude, allowing the service to select the best AI for each task. The upgrade offers more fluid, natural Portuguese conversations, personalized memory of user preferences, vision capabilities that recognise objects and people, and deeper integration with services like Uber, Spotify and major smart‑home brands.

The service is free for Amazon Prime members in Brazil; non‑Prime users can subscribe for a fee that has not yet been disclosed locally (the U.S. price is US$19.99). Amazon rolled out a beta program to a select group of Brazilian users in May to train the system on local accents and idioms. Executives Michele Butti, VP of Alexa International, and Talita Taliberti, Brazil Country Manager, highlighted the assistant’s ability to understand regional dialects and to personalize responses per household member. Alexa+ will be compatible with virtually all Echo devices sold in recent years and is expected to expand to additional hardware such as the Echo Dot Max.