12:06 PM EST, 02/26/2025 (MT Newswires) -- (Updates with additional details in the fourth paragraph.)

Amazon ( AMZN ) launched Alexa+, the generative artificial intelligence-powered version of its Alexa assistant, during a Wednesday event in New York, confirming earlier reports from a number of news outlets.

According to the company, Alexa+ is conversational and is able to keep track of users' preferences and important information, allowing for personalized interactions.

Amazon ( AMZN ) said Alexa+ has access to a number of large language models and leverages a model-agnostic system that allows it to select and switch to the model that best fits a given task.

Alexa+ is priced at $19.99 per month and will soon be rolled out in the US, the company said, adding that the service will be available to Prime subscribers at no additional cost. The company also offered a preview of the new Alexa AI Multi-Agent SDK at the event, which it said will enable brands to feather their agent alongside Alexa.

Shares of Amazon ( AMZN ) were up 2% in recent trading.

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