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Amazon Adds Three Personality Styles to Alexa Plus

Do the new AI assistants show Amazon is adapting to user feedback or are there still issues these changes don't address?

Published 2 hours ago

Amazon Adds Three Personality Styles to Alexa Plus

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Above: The Amazon Alexa Plus logo on a smartphone screen created on Aug. 7, 2025. Image credit: Thomas Fuller/SOPA Images/LightRocket/Getty Images

The Spin

Narrative A

Amazon's new Alexa Plus personalities make AI assistants feel more human and adaptable to individual preferences. Letting users choose brief, chill or sweet communication styles shows Amazon is listening to feedback and pushing voice AI beyond rigid, robotic replies toward more flexible, user-friendly interactions.

Verge Android Authority

Narrative B

The new Alexa Plus personalities may be flashy, but tweaked tones don't solve deeper issues with smart assistants. Critics find the exaggerated styles annoying, showing that fun voice modes risk distracting users from problematic fundamentals like reliability, clarity, and real usefulness.

TechRadar PCWorld