The New Alexa: Amazon's Consumer AI Strategy Deep Dive

My thoughts on Alexa's second act (as a former Alexa PM)

Amazon just announced Alexa Plus, which will be offered free to 200 million Prime members worldwide, and the excitement is palpable. But simultaneously, most people simplify it as just "Claude on speakers." That’s a huge oversight.

In reality, Alexa isn’t merely getting smarter; it's finally activating Amazon’s vast, long-neglected ecosystem of real-world integrations spanning appliances, home automation, and even automotive partnerships like OnStar and Garmin GPS.