United Kingdom, Feb. 27 -- Amazon has unveiled the Alexa+.

The tech giant is looking to exploit the recent advances in artificial intelligence (AI) that have led to a huge growth in software that is capable of natural-sounding conversations - with apps such as ChatGPT and DeepSeek.

Alexa+ is an overhauled version of its virtual assistant and it told a launch event in New York that it wished to be "your new best friend in the digital world".

It will be included for free in Prime subscriptions when it launches next month - but to non-members it will cost $19.99 per month.

Amazon's head of devices and services Panos Panay said that Alexa+ would remember information - meaning that it would recommend appropriate recipes if you told it that...