Despite a high-profile unveiling and promises of transformative AI-powered voice capabilities, Amazon’s new Alexa+ assistant has yet to make a public splash—prompting industry watchers to ask: where are the users?
Nearly two months after Amazon began gradually releasing Alexa+, a generative AI-enhanced upgrade to its decade-old voice assistant, there’s minimal evidence that the general public is actively using it. This silence is particularly surprising given Amazon’s typical marketing prowess and the scale of its launch event, which even featured CEO Andy Jassy earlier this year.
Big Promises, Low Visibility
Originally marketed as a next-generation voice assistant capable of understanding complex prompts and acting autonomously on behalf of users, Alexa+ was poised to be Amazon’s bold response to the rise of AI tools like ChatGPT. The company announced that hundreds of thousands of users—primarily customers, along with some employees and their families—were given early access. However, despite these numbers, verified user experiences remain elusive.
Extensive searches across major platforms including YouTube, TikTok, X (formerly Twitter), Reddit, and Amazon’s own product pages yield little to no public reviews or demonstrations of Alexa+ in action. A couple of Reddit posts mention the feature, but without verified proof, skepticism remains high.
Performance Issues and Rollout Delays
Insiders familiar with the rollout suggest that Alexa+ may still be struggling under the hood. Reports indicate the assistant has shown delays in responding and occasionally provides inaccurate or fabricated information—challenges typical of generative AI. Additionally, operational costs remain a concern due to the computing power required.
Meanwhile, Amazon has kept its rollout strategy relatively quiet. Unlike previous launches—where journalists, influencers, and tech reviewers were granted hands-on access—this time, product demonstrations were tightly controlled. Attendees of the February Alexa+ showcase weren’t permitted to test the device themselves but were instead guided through curated sessions by Amazon’s team.
A Missed Marketing Opportunity?
Industry experts believe this slow and opaque rollout might be damaging Alexa+’s momentum. “Tech companies usually generate excitement through early access and hands-on media coverage,” noted a marketing expert from Wharton. “Delaying availability while not leveraging influencers or user-generated buzz leaves people wondering if something’s wrong.”
Amazon maintains that more than 100,000 people are actively using Alexa+ and insists that interest is growing. However, without visible feedback or content from everyday users, it’s unclear how the service is performing in real-world settings.
What Alexa+ Promises
When fully rolled out, Alexa+ aims to go far beyond setting timers and playing music. The assistant is expected to understand consecutive prompts, remember preferences, help with shopping decisions, and even perform tasks proactively—like ordering meals based on your diet.
Still, until Amazon opens the floodgates and allows widespread access (and independent testing), Alexa+ remains a mystery. Whether this approach reflects a cautious refinement process or deeper concerns about the product’s readiness is still unknown.
