In talking with one of my colleagues last week, it was quite clear that he has a personal relationship with Alexa, the voice service that powers Amazon’s Echo. He talks to Alexa about the weather, flight delays, movie reviews, restaurant reservations, his son’s school projects and even what temperature he wants the room to be. My colleague readily admits the more he interacts with Alexa, the more she compels him to buy on Amazon, everything from music, movies, games, electronics and deals of the day to everyday household items. Alexa, in concert with Prime, has become more indispensable to his life than the once irreplaceable Siri ever was. Through Alexa, Amazon is creating an on-demand, personalized, signature experience that we will be talking about for years.

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