Amazon's virtual assistant, Alexa, is famous for its integration into various Amazon devices, including Echo smart speakers and Fire TV. It was launched in November 2014 and has since become a significant presence in the world of voice-activated technology. The device operates through natural language processing and voice recognition technology. Users interact with Alexa by saying its wake word followed by a command or question. The device processes the voice input and responds accordingly. Alexa faces competition from other virtual assistants like Google Assistant and Apple's Siri, which helps drive further innovation in the voice-activated technology domain.

In 2019, Amazon announced that Alexa would be able to mimic the voice of Samuel L Jackson, Shaquille O’Neal, and Melissa McCarthy. In 2023, the feature, which cost $0.99, was discontinued.