Amazon Plans AI-Driven Ads in Alexa+

August 02, 2025
Amazon is exploring AI-driven advertising within its Alexa+ assistant, aiming to integrate ads into multi-turn conversations as part of its generative AI strategy.

Amazon is exploring new monetization strategies for its generative AI assistant, Alexa+, by integrating ads into multi-turn conversations. This initiative was highlighted by CEO Andy Jassy during the company's second-quarter earnings call. As Alexa+ continues its rollout to millions of users, advertising is seen as a potential revenue driver that could enhance product discovery and complement Amazon's e-commerce ecosystem.

Alexa+ is designed to compete with AI offerings from companies like OpenAI and Google, providing more natural and interactive user experiences. Currently, Alexa+ is available for free to Prime members and through a standalone subscription tier, with future ad-supported models under consideration.

Historically, Alexa's ad presence has been limited to static promotions and short audio ads. The new vision involves embedding dynamic, AI-generated ads directly into voice conversations, potentially transforming how users experience retail discovery.

This move aligns with Amazon's broader AI investment strategy, which saw Q2 capital expenditures reach $31.4 billion, nearly doubling year-over-year. Significant funding is directed towards building custom AI chips and expanding cloud infrastructure to support Alexa+ and other AI services. Despite challenges such as a slower-than-expected rollout and concerns about AI reliability, Amazon's ad revenue increased by 22% in the quarter, indicating strong advertiser demand.

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