At the CES exhibition, Amazon outlined its strategy for its AI assistant Alexa+, which aims to leverage its existing hardware lineup and brand recognition. Amazon Vice President Daniel Rausch pointed out that over 970 million devices sold support Alexa+, and currently "tens of millions" of users can access the feature. Amazon is prioritizing the promotion of Alexa+ to Prime members and betting on its voice-first capabilities in home environments to compete with rivals such as Apple's Siri, Gemini, and other AI chatbots. Additionally, Amazon showcased a new web interface, redesigned applications, and integrations with partners like Samsung and BMW, and discussed its recent acquisition of the AI wearable device Bee.

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