Amazon fully rolls out something ‘completely new’ in Canada

Amazon has officially rolled out something “completely new” across Canada.

Alexa+ is the company’s “next generation assistant powered by generative AI.”

An early access program started in 2025, but now it is fully available in Canada at no additional cost to Prime members.

“Alexa+ builds on what customers have always loved about Alexa, but it’s also completely new and significantly more capable—it’s smarter, more conversational, more personalized, and can get a wide range of things done on your behalf,” a post on Amazon’s website says.

“The feedback we’re getting from customers is encouraging. Canadians using Alexa+ engage with their assistant 2x more than with the previous generation of Alexa and they talk to her even more frequently.”

Alexa+ is available on Alexa-enabled devices, through a browser experience on Alexa.com, and through the Alexa app.

Amazon said it “will continue to get even smarter, faster, and more capable.”

Those who aren’t a Prime member can try chatting with Alexa+ on the website and app.

It is available in English and French.

Alexa+ uses uses new architecture that’s powered by large language models, Amazon said.

“Customers in Canada are already using Alexa+ for deeper, more natural interactions — discussing music, artists, and current events, asking follow-up questions, and having ongoing conversations where Alexa+ remembers context over time,” the company said.

“Alexa+ also introduces new agentic capabilities that help customers complete everyday tasks more seamlessly, from booking a table through OpenTable to planning a trip using Tripadvisor and Fodor’s. And more services are coming soon, like booking a ride with UberRides.”

Amazon said that customers can say, “Alexa, upgrade to Alexa+” to get started or visit amazon.ca/alexaplus to enable the Prime benefit.

For more information, visit Amazon’s website.