Amazon Adds Adult-Only ‘Sassy’ Personality to Alexa+
Amazon unveiled Alexa+, powered by generative AI, on February 26, 2025, touting natural conversations, preference memory and the ability to complete tasks. The service costs $19.99 a month in the United States and is included for Prime members at no additional charge. Its new personality options show that competition among voice assistants has expanded beyond functionality to interaction styles and a sense of companionship.
Amazon announced the adult-only “Sassy” option on March 12, 2026. It responds with wit, playful sarcasm and occasional censored profanity but does not provide NSFW content. Users must complete an additional safety verification in the Alexa App, and the option is unavailable when Amazon Kids is enabled. It joins Brief, Chill and Sweet, introduced on February 25, bringing the total to four styles.
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The history behind this eventAmazon Launches Alexa+ Early Access Trial in UK
Amazon unveiled Alexa+, its next-generation generative AI voice assistant, on February 26, 2025. The service is designed for natural, multi-turn conversations, task execution and smart-home control. With 56 million smart-home devices connected to Alexa, the UK was selected as its first European market and a key testing ground for Amazon’s paid AI services.
Amazon launched the Alexa+ early access trial in the UK on March 19, 2026, with hundreds of thousands of customers set to receive invitations over the coming weeks. The service will be free during the trial, after which it will cost £19.99 a month, with no additional charge for Prime members. A team at Amazon’s Cambridge technology center also tuned the model for British accents, regional expressions and slang, and added support for more than 1,000 local radio stations.
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