Introduction to Alexa+ in Mexico
Amazon introduced Alexa+, the latest generation of its AI-powered voice assistant, in Mexico City through an experience called “Casa Alexa.” The event showcased how the assistant has evolved from responding to specific commands to understanding context and executing real-life actions.
Why Mexico Was Chosen for Alexa+
Carlos Pérez, General Manager of Amazon Alexa for the Americas (Brazil, Mexico, Canada, and the Hispanic community in the US), explained that Mexico was selected as the first Spanish-speaking country to receive Alexa+ due to its high adoption and usage rates. He recalled his involvement in launching Alexa in Spanish in Mexico seven years ago and noted that the Mexican market has since become one of Amazon’s fastest-growing markets.
- Mexico’s Alexa usage statistics:
- Controls over 21 million smart home devices
- Has interacted with Alexa more than 70,000 million times in the last three years
- Streams 250 million hours of music monthly
- Customer base grew by double digits in 2025
“Alexa+ marks a new era for voice assistants, now capable of maintaining complete conversations, understanding context, and executing real-life actions without relying on specific commands,” said Pérez.
Key Features of Alexa+
Alexa+ incorporates significant improvements in conversation, real-time information access, memory-based personalization, task execution, and cultural adaptation to the Mexican context.
Carlos Pérez, General Manager of Amazon Alexa for the Americas (Brazil, Mexico, Canada, and the Hispanic community in the US).
Pérez explained that the device is built on some of the most advanced Large Language Models (LLMs) available on Amazon Bedrock. “The true innovation, however, lies not just in what it knows but in what it can do: the intelligence of Alexa+ coordinates devices and services in a way that feels natural, fluid, and genuinely useful.”
Tour Highlights
Kitchen demonstration:
Ángela Ursic, Product Lead for Alexa Mexico, showcased how Alexa+ expands the use of the assistant in daily activities beyond timers and conversions. The system now remembers food preferences, allergies, and home habits to suggest recipes and adjust ingredients based on availability.
Active memory:
One of the presented advances was active memory, which allows Alexa+ to retain relevant information and use it for more accurate responses. The function of interpreting documents and images was also demonstrated, enabling the assistant to analyze handwritten recipes or manuals sent from a phone and convert them into practical actions like shopping lists or reminders.
Ángela Ursic, Product Lead for Alexa Mexico, demonstrated how Alexa+ expands the use of the assistant in daily activities.
Office interaction:
Rosela Díaz-López, Senior Product Manager for Alexa+, explained how the device modifies interaction with smart home devices. “Users no longer need to remember equipment names or issue precise instructions; simply expressing a situation is enough for the system to act.”
Rosela Díaz-López, Senior Product Manager for Alexa+, explained how the device modifies interaction with smart home devices.
During this demonstration, the visual capabilities of the assistant were also presented. It can process what the device’s camera captures and offer useful responses, with applications in accessibility and daily assistance.
Routines:
One of the central aspects is routines. With Alexa+, users can create and modify them solely through voice commands, without needing to open the mobile app. Actions such as turning on the coffee maker, playing music, adjusting lighting, or setting reminders can be grouped in seconds.
Entertainment context:
In the entertainment room, Alexa+’s use in music, movies, and sports was demonstrated. The assistant recognizes preferences, remembers consumed content, and answers general questions without interrupting the activity, maintaining a continuous conversation.
Availability and Pricing
Amazon announced that Alexa+ will start in Mexico through an early access program. Users can gain access by purchasing compatible Echo devices or registering at www.amazon.com.mx/nuevaalexa to receive an invitation. Eventually, the service will have a monthly cost, though it will be included for free for Amazon Prime members.
“Alexa+ is available to Mexican customers starting January 22. Customers can gain immediate access by purchasing a compatible Echo device or registering at www.amazon.com.mx/nuevaalexa to receive an invitation to the Early Access program,” Pérez concluded.
Top 7 Key Features of Alexa+
- Continuous and Contextual Conversation: Maintains the conversation thread without repeating the activation word.
- Active and Personalized Memory: Remembers food preferences, allergies, and home habits.
- Real-Life Actions from Voice: Executes reservations, purchases, and event creations.
- Natural Language Control of Smart Home: Interprets expressions like “I’m cold” or “It’s dark.”
- Voice-Created Routines: Automates tasks without using the mobile app.
- Document and Image Interpretation: Analyzes files sent from a phone and converts them into practical actions.
- Contextual Entertainment: Recognizes music, movie, and sports preferences and previously consumed content.
