Amazon is bringing the next gen of its AI assistant to the UK, with the launch of Alexa+ across Britain beginning March 19. Today marks the first day of an Early Access program. Amazon says that hundreds of thousands of customers will receive invitations to use Alexa+ in the coming weeks.
Amazon introduced Alexa+ in February 2025 and brought it to customers with Early Access in January 2026. “We happen to believe that virtually every customer experience that we all know of will be reinvented using generative AI. And altogether new experiences that we only dreamed of before are going to be possible,” CEO Andy Jassy said when the upgraded product was first announced.
Customers in the UK will now have access to the more personalized and helpful assistant. Alexa+ offers “ambient intelligence,” available across devices and waiting to be called on to help with daily tasks. The new Alexa is conversational, engaging users in natural conversation. In those conversations, Alexa+ can pick up on your normal routines and offer personalized help with daily tasks.
With the launch in the UK, Amazon says that “Alexa+ in the UK has been built to feel genuinely British.” From its accent to common phrases to the format of dates, Alexa+ has been designed to understand and communicate with British users.
Customers in the UK can get Early Access by purchasing a new eligible Echo device. Those who already have a compatible device will need to register here to receive an invite. Alexa+ will be free for all customers during the Early Access period. After that ends, Alexa+ costs £19.99/month but will be free for Prime members.