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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?

FEB 26·Updated FEB 27

Amazon Adds Three Personality Styles to Alexa Plus

Story

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 Facts

Amazon introduced three new personality styles for Alexa Plus that allow users to customize the AI assistant's communication tone. The Brief style provides shorter and more direct responses, Chill offers a relaxed and laid-back tone, and Sweet delivers enthusiastic and encouraging replies.
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Alexa Plus became available to all users earlier this month after several months of early access for Prime subscribers. The AI-enabled assistant is free with Prime membership, while non-Prime users must pay $19.99 per month to access the service.
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Amazon developed the new personality styles based on five interconnected dimensions — expressiveness, emotional openness, formality, directness and humor. Users can switch between personality styles by saying "Alexa, change your personality style" or through the Alexa app's Device Settings.
Verge
CNET
Hot Harware
The personality customization feature is available for all eight Alexa voice options. Amazon confirmed it plans to add more personality styles in the future beyond the initial three options currently available to users.
Engadget
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Amazon stated that it rolled out the personalities after receiving feedback from early adopters regarding Alexa's tone. The company explained that everyone has their own communication style and preferences, and a truly personal assistant should adapt to match it.
TechCrunch
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ChatAI

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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