Amazon’s AI Gamble: Can Alexa+ Outsmart ChatGPT and That $50 Wearable?

Amazon CES announcements aren’t just about gadgets — they’re a war cry in the consumer AI arms race.

Daniel Rausch, VP of Alexa and Echo, said: "76% of what customers do with Alexa+ is not possible with any other AI." The updated Alexa+ platform now enables document uploads, web chat, and smart home control via browser at alexa.com. A new mobile app prioritizes the AI assistant with personalized suggestions and device favorites.

Maria de Lourdes Zollo, co-founder of Amazon’s Bee wearable, said: "Bee is about ambient AI — technology that understands and assists users everywhere." Priced at $49.99, the wearable added Voice Notes, Actions (email/calendar integration), and Daily Insights since Amazon’s acquisition.

Alexa+ engagement rates are two to three times higher than previous versions, with tens of millions of users active.

Amazon plans a 2026 push for "personal mobile devices" to extend Alexa+ beyond the home, with third-party integrations in Sonos, LG, BMW, and others. The roadmap raises questions about whether hardware ambitions will match the software’s promise.