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.