Amazon revealed new details about its AI strategy at the Consumer Electronics Show in Las Vegas, highlighting the widespread support for its upgraded AI assistant, Alexa+. According to Daniel Rausch, VP of Alexa and Echo, 97% of all devices Amazon has ever shipped are capable of running Alexa+, underscoring the company’s massive existing footprint in homes worldwide. Amazon has sold over 600 million devices to date, and Rausch emphasized that the vast majority of these can now access the enhanced AI features of Alexa+. The platform, launched earlier last year, represents Amazon’s push into the generative AI space, offering more natural-sounding voices, real-time access to world knowledge, and AI agents that can perform tasks such as booking rides or ordering food. Since its launch, Alexa+ has been rolled out gradually. By June, more than 1 million customers had access, and today, “tens of millions” can opt in to the upgraded experience. While Amazon hasn’t set a specific date for full public availability, the company is prioritizing Prime members for early access. The real challenge now, Rausch acknowledged, is not just making Alexa+ available but ensuring customers actually use it. He believes Amazon’s advantage lies in the deep familiarity users already have with Alexa, its presence in homes, and its seamless, voice-driven interface. “It’s in the home, ambiently available, in voice, in the most natural interface,” he said. “I do believe that’s our opportunity to grow.” Rausch envisions a future with multiple AI assistants, but sees Alexa as one of the foundational, broadly capable platforms—similar to how smartphones serve as central hubs. While niche AI tools may thrive in specialized areas like legal or medical assistance, he believes there will be a small number of major, general-purpose assistants that dominate everyday use. To strengthen Alexa’s role, Amazon recently launched a web version of the assistant and redesigned the Alexa app with a chatbot-style interface front and center. At CES, partners including Samsung, BMW, and Oura showcased new Alexa integrations, demonstrating the platform’s expanding reach across smart devices. Amazon also highlighted its acquisition of Bee, an AI-powered wearable that records conversations and delivers insights through text or voice. Rausch said the company plans to integrate Bee more closely with Alexa in the future, but stressed that Bee will remain a distinct, standalone product with its own identity. “It’s an important and lovable experience,” he said, reflecting Amazon’s strategy of blending utility with user-friendly design across its AI ecosystem.