Amazon brings Alexa+ to the UK

Amazon is launching Alexa+, its AI-powered conversational assistant, in the U.K. as the first market outside North America, offering free early access to new Echo buyers before charging non-Prime users £19.99/month. The assistant has been customized for British users with accent-neutral speech and regional understanding, and integrates with local services like JustEat and Treatwell. Alexa+ has had a gradual rollout since its February 2025 unveiling, only recently becoming widely available in the U.S.