Amazon has unveiled Alexa+, a major upgrade to its voice assistant, integrating advanced AI to enhance interactions.

The new version can process multiple prompts in sequence, store user preferences, and manage tasks such as making reservations and sending reminders. AI-powered improvements aim to make Alexa more conversational and responsive.

The company has invested heavily in the technology, incorporating AI models through its Bedrock platform. Startup Anthropic contributed to development, with its Claude AI underpinning Alexa+.

The service will be free for Amazon Prime members, while non-Prime users will pay$19.99 per month. A phased rollout begins in March.

Alexa+ will integrate seamlessly with Amazon devices, including Ring doorbells, allowing users to access video recordings and control smart home features. It can also analyse documents, helping users understand contracts and regulations.

Industry competition remains strong, with Apple and Google also enhancing their voice assistants through AI.

Amazon hopes the overhaul will boost engagement, as Alexa usage had declined due to limited advancements. The company's stock rose 1.7% following the announcement, reflecting investor confidence in the AI-driven update.