Amazon is reportedly working on integrating artificial intelligence (AI) capabilities within its cloud-based voice assistant, Alexa, but users might have to pay more before they can avail of its services. The Seattle-based tech giant has been planning to enhance the capabilities of its virtual voice assistant since 2023, likely to not fall behind the likes of OpenAI’s ChatGPT and Google’s Gemini. But a new report now highlights that while Alexa might get smarter, it will not be bundled with the standard Amazon Prime subscription.

Amazon to make Alexa smarter

Last month, Amazon published a post in its newsroom titled “CEO Andy Jassy’s 2023 Letter to Shareholders”. The long post detailed the tech giant’s vision for the next financial year and strategies that it plans to implement to stay ahead of the curve. In the post, the CEO stated that the company was working on building “an even more intelligent and capable Alexa”.

It is believed that the company could leverage its in-house Titan family of large language models (LLMs) that it has been working on for a while. Some of the released AI models also come with multimodal capabilities, making them the right fit for a service like Alexa. However, Amazon is keeping the potential new features of Alexa under wraps for now.

Some rumours suggest that Alexa could get a better conversational capability rivalling GPT-4o or Gemini 1.5 Pro. Further, it could also become more efficient at handling complicated tasks and understanding commands given in contextual language.

AI-powered Alexa could require another subscription

At present, access to the basic functionalities of Alexa is free and anyone can access it. Some of its more premium use cases might require an Amazon Prime subscription (for Prime Music, Prime Video, and more). However, according to a report by CNBC, the company might put the AI-powered capabilities of Alexa behind another subscription.

Citing people familiar with the matter, the report claimed that Amazon is not considering bundling the upgraded Alexa with the Prime subscription. The reason behind this decision is that running servers for AI computing can be expensive.

As per the report, the tech giant might be shelling out about $0.02 (roughly Rs. 1.50) per query, which could add up quickly. As a result, internally a price point of $20 (roughly Rs. 1,770) a month has been considered. However, the company has reportedly not reached any conclusions yet.

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Amazon’s Fire TV has evolved from being yet another media streaming player to a powerful platform that’s ready to harness the power of AI. Early Fire TV devices allowed consumers easy access to all major online streaming platforms. In 2023, Amazon offers a wide range of Fire TV devices across different price points, a dedicated app store, Amazon-built TVs, and a lot more. The online retail giant is now ready to add generative AI to its Fire TV.

At a media briefing, Amazon offered an early preview of how generative AI can be used on Fire TV models. The company showed off how generative artwork can be created within seconds on a Fire TV Omni series model. You can simply use a voice command on the remote control to create artwork in seconds. The feature can be useful if you want the TV to serve as wall art when it’s not being used for viewing content. The feature is expected to ship to select Fire TV Omni series models later this year.

Daniel Rausch
Photo Credit: Amazon

 

Gadgets 360 spoke to Daniel Rausch, Vice President, Entertainment Devices and Services, Amazon, to understand how the company plans to bring AI features to its Fire TV devices and Fire OS-based TV models, its plans for India, and more.

Note: Some responses have been condensed and slightly edited for clarity.

Gadgets 360: Do you think the Fire TV can become a central hub for the smart home?

Daniel Rausch: I think it certainly can, and I think for a growing number of customers it already is. I think the TV is already one of the essential hubs of the home when we want to be entertained. I think it could act as much more of a hub of the home outside of the moments when we’re being entertained. The backbone of our smart home integrations is Alexa, which is deeply integrated with every Fire TV product.

With a single tap, you can bring up your smart home dashboard, you can ask through voice commands, and bring up the status of every smart home device in the house. So there’s a lot of smart home capability already there. For example in the case of a Ring doorbell, when it rings the movie pauses slowly, and you get a view of who’s at the door.

Gadgets 360: Is there a plan to bundle these smart home devices in a single package?

Daniel Rausch: We do bundle products sometimes but every customer is different so the default approach for us is that make sure every customer can buy the products they want specifically. But we also bundle them from time to time.

We do offer unique bundles, for example, a Fire TV and an Echo Dot. We do these as promotional bundles so you may not see them as ongoing offerings, but you might want to keep your eyes peeled this Diwali, maybe there will be some unique offers and bundles.

Gadgets 360: How are Fire TV and FireOS-based devices doing in India?

Daniel Rausch: Very well! We just launched with Xiaomi, a whole lineup of televisions. We sold out way way faster than anyone would have expected, I don’t think you can get one now. You’d have to order it for delivery in several weeks because we’re still not back in stock.

When I was there, we were in discussions about getting back in stock as fast as possible because customers really want them, and they’re loving the experience. No specific news to announce today but I can tell you that once we see success like that with a partner, we only want to do more. We’re keenly interested in doing more and more with Xiaomi.

Gadgets 360: How’s the engagement on these entertainment devices in markets like India? Has it gone up or down after the pandemic?

Daniel Rausch: It’s really interesting what we saw with the pandemic. I think different people had different ideas about what we might see after, during the pandemic it definitely moved the curve up. People wanted to be entertained, frankly, people needed some extra time to take the stress off. There was so much stress in the air that you wanted to be entertained, you wanted to relax.

There were different theories on what we would see after the pandemic, we’ve seen no return to prior. None of our metrics show a return to where we were, it really just accelerated the curve a few years forward. It pulled whatever you would have seen in 2025 to 2023 so there’s no looking back. The macro trend of ‘streaming is a primary source of content’ is here to stay.

Gadgets 360: Based on the feedback you receive for Fire TV products globally, what do you think your customers love the most and what do they dislike the most?

Daniel Rausch: Let’s answer the first part first. Definitely first and foremost, customers love the simplicity and the intuitive nature of Fire TV content. They don’t have to think about where some show is. If I’m in some app, and if I find a piece of content that tells me to rent it, do I own it somewhere else, have I already bought it, all of that goes away with Fire TV.

You search for something with the simplicity of voice, you find it’s available on this subscription you already have because we put that up on the top. You have all the choices in the world right there. With one tap, you’re into the movie you want and you’re enjoying yourself. Of course, we have a Fire TV model for every type of customer.

Are there things we have to work on that we’re we’re not perfect yet? Sure, we’re always looking at our metrics for success. We’re rapidly expanding our selection of live TV services, and things like that. A part of our job is to show up every day and be our own worst critics. There are areas we can improve for sure, but I don’t think there’s any dissatisfier that stands up.

Gadgets 360: Do you have any plans to expand the Fire TV lineup besides Amazon-built TVs?

Daniel Rausch: Jeff Bezos has a phrase, ‘customers are divinely discontent’, because whatever really satisfied them this year, next year you’ll have to make a new standard for it. That’s an inspiring way to think about customers. Our job is to come to work every day and invent, and live in the future for our customers so that we can bring them the best products we can. I’m humbled that that’s what I get to do every day.

There’s nothing specific to say about our inventions, but I can tell you that at the core of Fire TV will continue to be those user experiences I talked about. Yes, we will keep inventing, there will be more things to share with you later. I think the big theme I would highlight is the foundational principles of what Fire TV already is, and resetting what customers can expect. We really want to reinvent TV, it’s a space that hasn’t evolved too fast for customers.

Gadgets 360: Do you have any plans to bring one of your Fire TV Omni QLED TVs or services like Luna to India?

Daniel Rausch: Stay tuned! We have a global customer base, and we take that very seriously. We want to build great products and services for every customer. We do have to make sure the products really work well at the foundations.

Luna is a great example, it was generally available for just a year when we were able to add a set of countries, one of which is not India at this stage. We’re very focused on our products in India, I think those Redmi TVs are a very recent example. We’re partnering with the biggest and best partners that there are for the Indian consumer electronics market, so stay tuned for more.

Gadgets 360: You showed an example of generative AI to create artwork on Fire TV, but is there anything apart from that you’re working on bringing AI to Fire TV?

Daniel Rausch: The full feature set of Alexa is already available on Fire TV. Alexa is founded on being the best personal assistant, and has deep capabilities based on AI.

You saw the demo, I would call it a sneak peek, of the generative art features that are coming to customers later this year on the Omni QLED TVs. I would say that customers interact with AI all the time with Fire TV already today, it’s the founding technology of all of our recommendations, the ‘For You’ row, the entire user experience of the content display, the Alexa-powered search, and figuring out what content you’re looking for when you’re using voice/Alexa so there’s already a lot of AI built-in, and there’s definitely more to come. This is the golden age of AI and times are evolving quickly, capabilities are advancing quickly, and we’re very focussed on harnessing those capabilities as well.

Gadgets 360: You showed an example of how you can just generate artwork in seconds, do you think there can be a world where someone can just ask Alexa to come up with content for consumers?

Daniel Rausch: Yes, I think it’s going to be possible. So stay tuned!

Gadgets 360: What are the big plans for Fire TV in 2023 and beyond?

Daniel Rausch: I think you’ll see more of innovation on top of the foundations of Fire TV. Omni QLED comes from the same foundation as our $29 Fire TV Stick, it’s one of those core principles you’ll see us continue to invent there. You’ll see more television selections, we’re moving very quickly with our global partners. You’ll continue to see TVs continue to be the fastest growing part of the Fire TV business, and then we’ll of course add media streaming products. So stay tuned for the latest there, I think those are the bedrock of the Fire TV business.

Gadgets 360: You’re already manufacturing Fire TV models in India, do you plan to make Amazon-built TVs in the country sometime in the future?

Daniel Rausch: Our goal with Amazon-built TVs is to drive innovation as fast as possible, and make sure there’s a great selection of TVs out there for customers. No one TV manufacturer has every specification, the landscape of TVs is so big it’s definitely not our aspiration to fill that whole thing with our Amazon-built TVs. We do really want to find a full ray of partners that can make any particular set of specifications, set of customers, and region successful. There’s a lot for us to consider as we plot the roadmap.

Our real goal is for any consumer, anywhere — whatever set of TV specifications they’re looking for (picture, quality, size, brightness, others), we want them to have a Fire TV option with all those different components. That’s really the strategy overall, and we love the idea of delivering that full picture with partners.

Disclosure: Amazon sponsored the correspondent’s flights and accommodation for the event in Seattle, US.

The Echo series of smart speakers from Amazon is arguably the best among the competition right now, and the varied sizes and prices also provide something for every budget. New Echo devices usually bring incremental changes over multiple generations, as is the case with the Echo smart speaker that I’m reviewing here. The Amazon Echo Dot (5th Gen) is the latest iteration of the company’s compact and affordable smart speaker, meant for personal desktop or bed-side use.

Priced at Rs. 5,499 in India, the Amazon Echo Dot (5th Gen) looks just like the 4th-generation device, but comes with some useful additions under the hood which should add to its utility and capabilities. Of course, it’s also powered by Alexa, Amazon’s reliable and feature-filled smart voice assistant, and can slot into your existing smart home setup with ease. Is this the best affordable smart speaker you can buy right now? Find out in this review.

The Amazon Echo Dot (5th Gen) looks and feels almost the same as its predecessor, but is now available in a blue colour option

 

Amazon Echo Dot (5th Gen) design and specifications

Although the Echo Dot range has evolved and changed a lot over the generations, the aesthetic and visual differences between the Echo Dot (5th Gen) and Echo Dot (4th Gen) are barely noticeable. The newer smart speaker is the same size and dimensions, sticking to the rather neat-looking spherical shape of its predecessor. The 5th-gen speaker does weigh a bit more, but this won’t matter too much since it’s not meant to be portable.

The Amazon Echo Dot (5th Gen) is available in three colours — white and black like before — and a new blue colour option, which in my opinion is the best looking of the lot. The sales package includes a 15W power adapter with a fixed cable to power the smart speaker. Unlike the Echo Input Portable, the Echo Dot doesn’t have a battery and will need to be plugged in at all times to work.

The top of the Amazon Echo Dot (5th Gen) has four physical buttons — two to adjust the volume, an action button for various functions, and a microphone mute button. Interestingly, there is also an accelerometer in the device which allows for detection of taps at the top; this can be used to snooze alarms, stop timers, and even play or pause music. That said, it usually needed a fairly firm whack at the top of the speaker for this to work, and sometimes didn’t even respond immediately, so you might be better off using voice controls instead.

At the bottom of the speaker is the signature Echo light ring which illuminates in different colours when the speaker is listening for commands, muted or disconnected from the Internet. The underside has a grippy, rubber texture to keep the Echo Dot stable when placed on most surfaces. The back has the socket for power; notably, the 3.5mm audio-out socket (which was present on the previous-generation Echo Dot) isn’t there on the 5th-gen device.

The Echo Dot (5th Gen) does away with the 3.5mm audio-out socket

 

For connectivity, the Amazon Echo Dot (5th Gen) works with both 2.4GHz and 5GHz Wi-Fi connections. Connectivity was stable and reliable even with the speaker placed far away from my router and connected to a relatively slow 2.4GHz connection. The Echo Dot works with the Alexa app (iOS and Android) for setup, customisation, and other features. However, once set up, you might not need the app too often, since most functionality works on its own on the smart speaker.

Amazon Echo Dot (5th Gen) features and performance

The Echo Dot range from Amazon has largely been about getting the basics right, offering the full-fledged Alexa experience including calling, personalised responses, and IoT capabilities, along with acceptable sound quality at a convenient size and reasonable price. The 5th-generation Echo Dot steps things up a bit with the addition of motion-detection and temperature sensors, which can be put to use with Alexa Routines for better IoT capabilities.

Of particular note is the temperature sensor — a rather useful addition on an otherwise basic smart speaker — which gives it considerably more advanced smart home capabilities. You can view the indoor temperature of the room in the Alexa app or ask for it specifically through a voice command, but the true utility of it comes into play with Alexa Routines. For example, you can set up a smart fan or AC to turn on when the temperature goes above a certain threshold, if you have compatible devices that work with Alexa.

Another useful addition is motion detection, which can similarly be used with Alexa routines to activate smart home devices such as bulbs or fans when motion is detected in the room that the Amazon Echo Dot (5th Gen) is in. All of this makes the new Echo Dot a far more useful smart home controller than the previous device.

The Alexa app on iOS and Android lets you control and configure certain functions on the Amazon Echo Dot (5th Gen)

 

Alexa on the Amazon Echo Dot (5th Gen) is as good as it has always been, and the microphone on the speaker is good enough to pick up the wake word and voice commands reliably in a small or medium-sized room. That said, performance in this regard is best if you’re around three or four feet away at most.

The device has a slightly larger 1.73-inch speaker driver, despite being the same size as its predecessor. While it can get fairly loud for a speaker of its size, the Amazon Echo Dot (5th Gen) is best used as a desktop or bedside speaker. I found that keeping the volume low while I was around two feet away was the ideal way to use the device.

Listening to I Could Be The One by Avicii while working, The Amazon Echo Dot (5th Gen) is discreet and simple in its looks, but very capable in the way it sounds. Nicely tuned for music across genres, the device sounded good across the frequency range, but definitely favoured the bass a bit. The shape and size of the speaker makes it ideal for personal listening, but it’s loud enough to be heard in different rooms, even at around the 50 percent volume mark.

I wouldn’t use the Amazon Echo Dot (5th Gen) as my primary home speaker as it just doesn’t sound that good, but it’s impressive as a secondary desktop or bedside audio device, particularly if you’re already used to the Alexa voice assistant and its features. Alexa also supports numerous music streaming services, along with support and understanding of complex instructions that make it work well with just about any service.

Verdict

The Amazon Echo Dot has typically been an entry-level smart speaker meant for small rooms and personal listening, and the 5th-generation device is no different in this regard. Where it does see improvements is in the hardware, and the addition of a couple of sensors which increase its utility as a smart home controller. That said, any improvement is worth it as long as it doesn’t bump up the price too much.

At Rs. 5,499, the Amazon Echo Dot (5th Gen) is a worthwhile purchase if you intend to put the new improvements to use in a smart home environment. Alexa itself continues to improve, so the Echo Dot (5th Gen) will only get better over time. If the IoT functions don’t appeal to you too much, you might just find it more sensible to get the Echo Dot (4th Gen) instead; it’s a fair bit more affordable, and almost identical when it comes to the core specifications and capabilities.

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Amazon Echo Dot (5th Gen) smart speaker has been launched in India, priced at Rs. 4,999, as an introductory offer. The new entry-level smart speaker has some improvements in terms of features, and the company promises better sound quality and reliable voice assistant support through Alexa. Globally, the new Echo Dot smart speaker is available in two variants – a more affordable standard variant, and a slightly more expensive ‘clock’ variant that has an LED clock display built in at the front – though the latter has not been launched in India yet.

Amazon Echo Dot (5th Gen) price and availability

The Amazon Echo Dot (5th Gen) is priced at Rs. 4,999 for the standard version, and is available now on Amazon in India. Post the introductory period, the Echo Dot (5th Gen) will be priced at Rs. 5,499 in India. The more expensive Echo Dot (5th Gen) with Clock currently has not been listed in India, but could also be launched soon.

Amazon Echo Dot (5th Gen) specifications and features

Amazon’s Echo Dot (5th Gen) has a design that is similar to that of its predecessor, the Amazon Echo Dot (4th Gen), with a spherical shape and a ring indicator light at the base. The smart speaker comes with a few new features, including a built-in temperature sensor, ultrasound motion detection, and a promise of improved sound quality.

For connectivity, the new Echo Dot uses Wi-Fi (2.4GHz and 5GHz) for streaming music directly using Alexa, as well as Bluetooth connectivity, that can be used with most compatible source devices such as smartphones, tablets, and audio players. The smart speaker has a single 1.73-inch speaker setup, and can be used with the Alexa app for various communication and audio streaming functions. As with other Echo smart speakers, you can use the Echo Dot (5th Gen) to control compatible smart home and IoT equipment.

Some additional new features include gesture (tap) controls for certain functions such as controlling music and snoozing alarms, a physical microphone mute button for privacy, and the ability to use the Echo Dot as a Wi-Fi extender with compatible Amazon Eero routers. The power adapter for the Echo Dot (5th Gen) is included in the box, with the speaker working only when connected to a power source; there is no built-in battery for fully wireless use.

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