Amazon's next-generation AI assistant Alexa Plus has landed in the UK, bringing genuinely conversational AI that knows what a "cuppa" is—and costs £19.99 per month unless you're a Prime member.
The UK rollout, which began March 19 as part of an Early Access program, marks the first European launch for the generative AI-powered assistant. Amazon expects hundreds of thousands of UK customers to receive invitations in the coming weeks.
Genuinely British, by Design
Amazon's Cambridge-based team engineered Alexa Plus to feel authentically British, not just translated. The assistant understands regional phrases like "knackered" (exhausted), knows that "it's nippy" means it's cold outside, and might even drop "you're taking the mickey" or "Bob's your uncle" into conversation.
The localization goes deeper than vocabulary. British people say "the 15th of March" while Americans say "March 15th." In the US, "entrée" means main course; in the UK, it's a starter. Amazon engineers used reinforcement learning, accent-neutral speech representations, and regional embeddings to capture these nuances.
"Getting these details right is the difference between feeling understood and feeling like you're talking to a translator," Amazon states in the official announcement.
Beyond Voice Commands
Alexa Plus represents a fundamental shift from the original Alexa. Instead of requiring the wake word for every request, it supports natural back-and-forth conversation with context retention. You can start a conversation on your Echo device, continue it in the Alexa app during your commute, then pick it up on your laptop later—every endpoint stays synchronized.
The AI is designed to take action, not just provide information. Alexa Plus can book restaurant reservations through OpenTable, order takeaway via JustEat (coming soon), schedule massages on Treatwell, and coordinate smart home devices with a single request. It learns household routines and adapts over time—the more you interact, the more personalized it becomes.
UK news partners include Reach, The Independent, The Guardian, Press Association, and Future Publishing, ensuring British users get locally relevant information.
The Prime Paywall
Alexa Plus will be free during the Early Access period. After that, it costs £19.99 per month—but Prime members get it free. That's a significant pricing move, potentially adding substantial value to Prime subscriptions while creating a two-tier voice assistant ecosystem.
UK customers with over 114 billion Alexa interactions in the last three years face a choice: stick with the original Alexa or upgrade to the smarter, more capable version. The assistant works on most Echo devices, compatible Fire TV devices, and soon on web browsers.
Privacy Controls Remain
Amazon emphasizes that Alexa Plus maintains the same privacy protections as the original. Users can review interactions, listen to voice recordings, manage attachment sharing, and control how long recordings are stored through the Alexa Privacy Hub. Devices still include camera controls and visual indicators when actively listening.
Alexa Plus is currently available in the US, Canada, Mexico, and now the UK, with more international launches expected. Customers can register for Early Access invitations if they have compatible devices.
