Amazon.com Inc.

04/22/2026 | News release | Distributed by Public on 04/22/2026 22:05

Alexa+ arrives in Spain as Amazon's next-generation AI assistant expands internationally

Key takeaways

  • Alexa+ is now available in Spain as the international rollout continues.
  • The new Alexa is genuinely conversational, deeply personal, and designed to take action in the real world.
  • Alexa+ will be free during an Early Access program. Afterward, it will be included with a Prime membership and available to non-Prime members as a subscription.
Alexa+ has arrived in Spain as Amazon's next-generation assistant continues to roll out internationally, joining the U.S., UK, Canada, Mexico, and Italy.

Alexa+ now available in Spain

Starting April 23, Alexa+ is available across Spain as part of an Early Access program, with hundreds of thousands of customers expected to receive invitations in the coming weeks.
Powered by generative AI, the new Alexa+ represents a meaningful leap forward from the original Alexa-it's smarter, more conversational, deeply personalized, can get things done on your behalf, and understands local Spanish culture.

Building a global Alexa+: How Amazon is teaching AI to understand culture, not just language

Launching Alexa+ in Mexico marked the assistant's first foray beyond English-and revealed just how much work goes into teaching an AI the difference between speaking a language and truly belonging to a culture.

Teams of engineers, designers, computational linguists, and more, many of whom are based in Spain, have ensured that Alexa+ is authentically Spanish. That means Alexa+ knows that "quedar" with friends is a serious social commitment, that Spanish social life is built around showing up in person, what the difference is between a tortilla with or without onions, that "vale" can mean hundreds of different things, and that paella is Valencian.
Alexa+ also connects with services Spanish customers use every single day, from being able to book a restaurant table with TheFork to staying informed with the latest news from major national media outlets such as El País and El Mundo. New partners will continue to be added with Cabify, CoverManager, and Fever arriving soon.

What makes Alexa+ different?

Alexa+ stands out from other AI assistants. Firstly, it has ambient intelligence: Alexa+ is always available, being there when you need it and fading into the background when you don't.
To be truly ambient, Alexa+ operates throughout the day across your devices-it's not sitting in a chat window waiting for a prompt. It's there when you are rushing out of the door with your hands full, when you are coming home from work thinking about everything that needs to get done, or in the kitchen when you are making dinner catching up with family.

How Amazon rebuilt Alexa with generative AI

Inventing Alexa+ required a series of technical breakthroughs, from getting LLMs to orchestrate APIs reliably to creating all-new agentic capabilities.

You can talk to Alexa+ naturally, easily change topics, and you don't need to repeat the wake word every time. Alexa+ can answer virtually any question, help with complex tasks, and remembers the context of conversations so you can seamlessly pick up wherever you left off-whether that be on an Echo device, Fire TV, in the Alexa app, or on browser.
You can start a conversation with Alexa+ in your lounge, pick it up in the app on your way to work, then continue it on your laptop later in the day. Every device and every endpoint is connected so Alexa+ never misses a beat.
It's also deeply personal, learning your preferences, understanding your household's routines, and adapting to your life. The more you interact with Alexa+, the more it gets to know you, and the more useful it becomes.
Arguably the biggest difference is that Alexa+ is designed to act in the real world. Alexa+ doesn't just give you information; it works with services customers know and love to complete tasks from start to finish from ordering a present for your mother's birthday to sending out a party invitation to your friends.

How does Alexa+ feel authentically local?

Alexa+ has been built to ensure it feels authentically local, understanding not just language but the culture too.
For instance, in the UK Alexa+ knows what a "cuppa" is, will understand what you mean when you say you are "knackered," and knows that "it's nippy" means it's chilly outside.
Meanwhile in Italy, it knows the secrets of a perfectly crafted espresso and would never suggest a cappuccino after lunch. Getting these details right is the difference between feeling understood and feeling like you're talking to a translator.

What can Alexa+ do?

Most AI tools live in a tab on your browser or in an app on your phone, only providing you with information-it is then up to you to take the next step and act.
Alexa+ is different as it can do things for you from beginning to end.

Introducing Alexa+, the next generation of Alexa

Powered by generative AI, Alexa+ is your new personal AI assistant that gets things done-she's smarter, more conversational, more capable, and free with Prime.

To do this, Alexa+ works with thousands of services and devices customers use every single day. For example, in the UK, that includes partners such as OpenTable and in Spain, Alexa+ is partnering with providers such as TheFork.
Meanwhile, if you want to build the perfect smart home experience, Alexa+ can create something that's simple, proactive, and intuitive. You can control multiple smart devices with a single request, create Routines using just your voice, and Alexa+ will even infer what you mean without an explicit ask, like knowing to adjust the temperature if you say you're cold, or to dim the lights if you say it's too bright.

How does Alexa+ protect customer privacy and security?

Alexa+ is designed to protect your privacy and security. It provides you with transparency. It puts you in control.
For example, you can review and manage your interactions with Alexa+ and available settings in the Alexa Privacy dashboard. This means being able to listen to exactly what Alexa heard, review the attachments you've shared, change how long your voice recordings are stored, and more, all in one stop-it's centralized and easy-to-find in the Alexa app and online.
Alexa-enabled devices are also designed with multiple layers of protections-this hasn't changed with Alexa+. You can still expect camera controls and a visual indicator that lets you know when Alexa is listening to your request. To learn more, you can visit the Alexa Privacy Hub.

How can international customers try Alexa+?

Alexa+ in the UK, Canada, Mexico, Italy, and now Spain has rolled out with an Early Access program that is free for all customers. There are two ways to access this new experience in these countries. You can either purchase a new eligible Echo device or, if you already have a compatible device, register online to receive an invite. Customers will receive an invitation on a rolling basis.
After each Early Access program ends in these countries, Alexa+ will be included with an Amazon Prime membership. For non-Prime members, Alexa+ will be available at an additional cost which is outlined below for each country.

For more news, visit About Amazon Spain

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Alexa+ Spain

The Alexa+ Early Access program started in Spain on April 23, 2026. Once that concludes, it will cost non-Prime members €22.99 per month.

Alexa+ UK

Alexa+ started rolling out in the UK on March 19, 2026 as part of the Early Access program. After that ends, it will cost £19.99 per month for those without a Prime membership.

Alexa+ Canada

In Canada, the Early Access program started on November 20, 2025. Once that ends, Alexa+ will cost $27.99 CAD per month for non-Prime members.

Alexa+ Mexico

The Early Access program in Mexico began on January 22, 2026. Following that, Alexa+ will cost $399 MXN per month if you're not an Amazon Prime member. 

Alexa+ Italy

For Italy, the Early Access period started on April 15, 2026. After that, Alexa+ will cost €22.99 per month for non-Prime customers.

Where else is Alexa+ available?

Alexa+ is currently available to customers in the U.S., Canada, Mexico, the UK, Italy, and now Spain.
Next, discover 50 things to try with Alexa+, from smart home automation to sending emails.
Amazon.com Inc. published this content on April 22, 2026, and is solely responsible for the information contained herein. Distributed via Public Technologies (PUBT), unedited and unaltered, on April 23, 2026 at 04:05 UTC. If you believe the information included in the content is inaccurate or outdated and requires editing or removal, please contact us at [email protected]