Amazon’s fresh slate of hardware is here, but the real bonus is the assistant powering them. Alexa+ promises an evolution, and these four core areas show why should finally pay attention to the hype around it.

Amazon on Tuesday unveiled the latest generation of connected products, featuring enhanced artificial intelligence capabilities designed to make interactions with AI more frequent and natural.

Amazon has seen the power and potential of Alexa+, it's AI-powered smart assistant, and is now launching a raft of devices to support it. Today, at the company's September 2025 devices event, the company announced several new Echo devices,