Amazon Set to Unveil Alexa+ and New Devices in AI-Powered Push

Amazon (AMZN, Financials) will host a devices launch event, with updates expected across its Alexa , Echo, Fire TV, Ring, and Kindle product lines. The event, led by devices chief Panos Panay, begins at 10 a.m. ET.

CEO Andy Jassy has said a brand new lineup of devices powered by Alexa+ would be released this fall. The upgraded assistant, which uses generative AI, has received mixed early reviews since its limited beta launch in June. More than one million users currently have access, but it remains unavailable to the general public.

Alexa+ marks Amazon's first move to charge directly for its assistant, priced at $19.99 per month or free with a Prime subscription. Reviewers have noted improvements in conversational ability, though some users say basic features like weather forecasts have become less reliable.

More than 600 million Alexa-enabled devices have been sold by Amazon throughout the world. These include devices built by Amazon and other companies. Amazon needs to change how it makes and sells hardware and software since other companies, like Google, Meta, and OpenAI, are making their own AI-powered devices.The company has also made acquisitions to expand its AI reach, including July's purchase of wearable startup Bee, and has introduced AI features into its Ring security products.

Investors will be watching for device adoption and subscription uptake as Amazon positions Alexa+ as a central piece of its consumer AI push.