Amazon's Alexa+ launches in Italy, authentically Italian and powered by generative AI

Key takeaways Alexa+ is available in Italy for free starting April 15 through an Early Access program. After the program ends, it will be included for Prime members and cost €22. 99 per month for non-Prime customers. Alexa+ goes beyond answering questions and can take real world action and have natural conversations.

Built by teams in Italy, Alexa+ is deeply personal and understands cultural nuances, regional expressions, and Italian life. Alexa+ has arrived in Italy, with customers able to experience Amazon’s next-generation AI assistant starting from April 15.

How Amazon rebuilt Alexa with generative AI Inventing Alexa+ required a series of technical breakthroughs, from getting LLMs to orchestrate APIs reliably to creating all-new agentic capabilities. Taking its biggest leap forward yet, Alexa+ can take real world actions, have natural conversations, and is designed to feel authentically Italian.

It knows the secrets of a perfectly crafted espresso and would never suggest a cappuccino after lunch; it understands implicit requests like "it’s a bit chilly" without needing any explanation; and it naturally uses familiar expressions, such as "dotting the i’s."

Alexa has already become a fixture in Italian households: over the past three years, customers in Italy have had more than 40 billion interactions with Alexa. Now Alexa+ will take that relationship further, powered by generative AI. How does Alexa+ feel authentically Italian? Developing Alexa+ for Italy went beyond simple translation.

Italian scientists, engineers, and language specialists at Amazon's Alexa Research and Development Center in Turin built an authentically Italian personality, refined the language models, and developed new understanding techniques. Consider the word "salute": it can be a toast, a response to a sneeze, or a sincere wish depending entirely on the context.

Alexa+ is built to understand these cultural nuances as well as Italy’s linguistic diversity, from northern dialects to southern expressions. Each area has a unique way of communicating, so the teams ensured that Alexa+ doesn’t just understand what you’re saying, but also how you’re saying it.

The result is an assistant that knows local expressions, football teams, beloved music, and traditional dishes. For instance, it knows the Sanremo festival as if it has always followed it and can use familiar Italian idioms. How is Alexa+ different? One of the first things customers will notice is how naturally conversations with Alexa+ flow.

There’s no need for specific commands or repeated wake words—Alexa+ will understand your intention even with incomplete thoughts or idiomatic expressions. The conversation will continue without missing a beat, even when interrupted.

Secondly, powered by advanced large language models on Amazon Bedrock, Alexa+ is built on an entirely new architecture that connects hundreds of services and devices, turning intelligence into real action. A chatbot that answers questions is helpful, but an assistant that can act for you changes your daily life.

Getting started with Alexa+: Simplify home organization with recipes, calendars, and reminders Alexa+ is now available to everyone in the U. S. and free for Prime members. Here's how to unlock everything Amazon's next-generation AI assistant can do.

From choosing music to match your mood to suggesting a gift for your mother and having it delivered, Alexa+ can act in the real world. It can build a shopping list based on your dietary preferences and lower the thermostat when you say, "fa caldo qui dentro."

In the coming weeks, customers will be able to use TheFork to book restaurants simply by using their voice, with more partners to follow. How does Alexa+ remember what matters to you? Alexa+ has a remarkable memory.

Tell it your favorite restaurant, the book a friend recommended, that your partner is a vegetarian, or that your child dislikes nuts—Alexa+ will remember and use that information to personalize its responses.

If you say "Alexa, remember that Laura is vegetarian," when you later ask for a restaurant suggestion for dinner with Laura, Alexa+ will connect the dots. The more you interact with Alexa+, the more useful it becomes. It learns your music tastes, the foods you avoid, and your family's habits.

If your team wins a match, it'll be more excited when you mention the game. Planning a trip? It remembers your favorite destinations and helps with the details. How does Alexa+ work across your home and devices? Alexa+ moves with you throughout your day.

If you start searching for dinner recipes on an Echo Show in the kitchen, then continue on your phone while shopping, Alexa+ will pick up exactly where you left off—remembering the context and never losing the thread. With millions of smart home devices connected to Alexa in Italy, managing your home is simple. If you say, "it's dark," the lights come on.