Amazon expands Echo Show e-commerce with full Alexa+ integration

Amazon has launched a full Amazon.com store experience for Echo Show 15 and Echo Show 21 smart displays, allowing users to browse product pages, view images, read reviews, and complete purchases via touchscreen or voice commands. This update, part of a broader rollout for devices with Alexa+, expands on previous limited browsing capabilities. The feature is available to Prime subscribers at no extra cost, with the upgraded Alexa+ service priced at $20 per month for non-subscribers.

The new interface offers "the same look and feel as the website and app," according to the company, enabling users to change payment methods and switch delivery addresses directly on the Echo Show interface. This represents a significant upgrade from earlier iterations, which restricted users to limited browsing functions. The update replaces the previous Rufus AI shopping assistant and integrates Alexa+ directly into the Amazon website and mobile application, leveraging large language models to provide personalised shopping guides and price comparisons.

Cross-device continuity is a central component of this rollout, particularly for users with Echo smart speakers or Show smart displays. Context from voice conversations on these devices carries over to the Amazon website, allowing for a seamless experience. For instance, a user discussing a project on a smart speaker can later interact with the Amazon website and receive relevant product suggestions based on that prior conversation.

Alexa+ is the upgraded, generative AI-powered version of the Amazon assistant released earlier this year. It was designed to understand and use more natural language and to learn from previous interactions. Key capabilities include personalised shopping guides, price comparisons, and an “agentic Buy for Me” feature for auto-purchasing items. The assistant allows users to search for products through voice commands and ask the assistant to compare products out loud, in addition to navigating the touchscreen interface.

Amazon states the full store experience will come to other Echo Show models with smaller screens in the future, though no specific timeline has been disclosed. To access the new shopping experience on the Echo Show, users can tap on the Amazon Shopping app on the device's menu or tell Alexa what they want to buy. The move signals Amazon's continued push to integrate artificial intelligence deeper into its hardware ecosystem, aiming to streamline the path from discovery to purchase.