Alexa+ is now live in Spain with generative AI

Alexa+ has officially landed in Spain, giving Amazon’s voice assistant a more natural, AI-powered upgrade that feels less like a command tool and more like an everyday helper. Amazon says the rollout began on April 23 through an Early Access program, with invitations going out in waves across the country.

What makes this launch more interesting is that Amazon is pitching Alexa+ as genuinely local, not just translated. The company says the assistant has been shaped to understand the Spanish language, habits, and cultural context, from common expressions like “vale” to local preferences and services people actually use, including restaurant bookings through TheFork and news updates from outlets such as El País and El Mundo.

In practical terms, Alexa+ is designed to hold more fluid conversations, remember context, and continue chats across devices, including Echo hardware, the Alexa app, Fire TV, and the web browser. Amazon also says users do not need to repeat the wake word every time, and the assistant can handle more complex requests while learning routines and preferences over time.

The bigger shift is that Amazon wants Alexa+ to do more than answer questions. According to the company, the assistant can carry out actions from start to finish, whether that means helping manage smart home controls, setting up routines with voice commands, or connecting with partner services to complete tasks instead of simply pointing users elsewhere.

For Spanish users, access starts free during Early Access, either by buying a compatible Echo device or by registering online for an invitation if they already own supported hardware. After that period ends, Alexa+ will be included with Amazon Prime in Spain, while non-Prime users will have to pay €22.99 per month.

That pricing may raise eyebrows, but Amazon is clearly betting that generative AI can finally make Alexa feel more useful in daily life after years of being mostly known for timers, music, and weather updates. Reuters reported that when Amazon first unveiled the revamped assistant, Alexa+ was part of a broader AI overhaul aimed at making the service more capable and conversational, while also turning it into a stronger consumer offering tied to Prime.

Amazon is also leaning hard on privacy reassurance as it expands the service. The company says users can review what Alexa heard, manage saved voice recordings, and adjust settings through the Alexa Privacy dashboard, while existing hardware safeguards such as microphone and camera controls remain in place.

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