Alexa+ arrives in Brazil with generative AI in the ChatGPT style, promises to understand even the Brazilian way, costs R$ 99.90 outside of Prime, and can transform Amazon's old assistant into a smart hub for conversations, tasks, connected home, emails, and even Uber requests.

Alexa+ arrives in Brazil with generative AI in the ChatGPT style, promises to understand even the Brazilian way, costs R$ 99.90 outside of Prime, and can transform Amazon’s old assistant into a smart hub for conversations, tasks, connected home, emails, and even Uber requests.

Written by Viviane Alves

Published on 18/06/2026 at 14:07

Updated on 18/06/2026 at 14:08

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New Amazon assistant arrives in the country with generative artificial intelligence, memory, more complex commands, and access at no additional cost for Prime subscribers.

Amazon launched Alexa+ in Brazil this Thursday, June 18, 2026, marking one of the biggest updates ever made to the company’s virtual assistant.

The new version comes with generative artificial intelligence, technology similar to that used by platforms like ChatGPT, Gemini, and Claude.

In practice, Alexa+ now converses more naturally, better understands context, and performs more complex tasks inside and outside the home.

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Alexa+ arrives in Brazil with a set price

Alexa+ has been available in the United States since 2025 and now becomes part of Amazon’s strategy in the Brazilian market.

In Brazil, the new assistant will cost R$ 99.90 per month for users who wish to subscribe to the service separately.

Amazon Prime subscribers, a plan sold for R$ 19.90 monthly, will have access to Alexa+ at no additional charge.

In this way, the company reinforces Prime as the gateway to its new generation of services with artificial intelligence.

Display of Echo devices and smart screens with Alexa+, highlighting the arrival of the assistant with generative AI in Brazil. — Smart devices compatible with Alexa+ are displayed in a demonstration environment, reinforcing Amazon’s bet on generative AI, connected home, and new voice interactions.

Release will be by invitation

The arrival of Alexa+ will not happen all at once for all users.

According to Amazon, tens of thousands of customers will be invited in the coming weeks, with continuous expansion after this initial period.

Interested users can join the access queue on Amazon’s website.

It will also be possible to request the new feature directly from the assistant, using the command: “Alexa, I want Alexa+”.

Customers who purchase new brand devices from the launch will have early access to the feature.

New technology changes the way of conversing with the assistant

The traditional Alexa worked mainly with pre-programmed commands and predictive models.

Now, with generative AI, the assistant gains more capability to interpret requests, maintain open conversations, and respond more naturally.

According to Amazon, Alexa+ better understands Brazilian expressions, including regional forms of speech.

This update aims to reduce the robotic tone of previous versions and bring the experience closer to a common conversation.

The assistant can also handle multiple commands within the same interaction, without requiring such rigid phrases from the user.

Memory and preferences make Alexa+ more personalized

Alexa+ also now includes memory, a feature that allows it to resume previously mentioned topics.

This feature can help the assistant learn user preferences, such as musical styles, routine habits, and dietary restrictions.

The new version will also be able to check calendar appointments and assist in drafting or sending emails.

To do this, the person’s email service will need to be connected to the platform.

Connected home gains smarter commands

Alexa+ also promises to make home automation more natural.

An example cited by Amazon shows that the user will be able to simply say they are cold.

In this case, the assistant can automatically adjust the air conditioning, provided the device is connected to the platform.

This type of interaction shows the company’s attempt to turn simple commands into more complete actions.

Echo devices compatible with Alexa+

Amazon states that Alexa+ will work on most Echo devices.

However, first-generation models are not included in the compatibility announced by the company.

The strategy takes advantage of the existing base of devices already installed in the homes of Brazilian users.

There is also an incentive to purchase new devices, as they will have early access to the feature.

Uber and external services join Amazon’s plan

Amazon also announced that, very soon, it will be possible to ask Alexa+ to call an Uber.

In this process, the assistant will need to confirm the destination, car category, price, estimated arrival time, and request the ride.

The execution, however, will not be instantaneous.

In demonstrations conducted by Amazon, Alexa took a few minutes to complete the task.

According to the company, this time occurs because the assistant needs to connect to external services to complete the action.

New app expands use outside the home

Amazon also announced a new Alexa+ app.

The proposal is to allow users to continue conversing with the assistant even away from Echo devices.

The launch of Alexa+ in Brazil places Amazon in direct competition for space in the market of assistants with generative artificial intelligence.

The new phase attempts to transform Alexa into a digital hub capable of conversing, organizing tasks, controlling the home, and executing personalized commands.

Do you think that Alexa+ with generative AI can truly transform the routine at home, or is there still a long way to go for virtual assistants to stop seeming robotic?

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Alexa+ arrives in Brazil with generative AI in the ChatGPT style, promises to understand even the Brazilian way, costs R$ 99.90 outside of Prime, and can transform Amazon’s old assistant into a smart hub for conversations, tasks, connected home, emails, and even Uber requests.

New Amazon assistant arrives in the country with generative artificial intelligence, memory, more complex commands, and access at no additional cost for Prime subscribers.

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Release will be by invitation

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Memory and preferences make Alexa+ more personalized

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Uber and external services join Amazon’s plan

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