How to Describe Alexa

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How Can Alexa Make Life Easier and More Fun?

Show how Alexa can help you, from starting the day right to winding down in the evening, by featuring the following domains.

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Entertainment

Whether you want to listen to music, books, radio stations, or podcasts, all you have to do is ask. In the mood for games, movies, or a good laugh? Let Alexa connect the dots between all the things you love.

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Communication

Help your household and family stay better connected. Let Alexa turn your device into an intercom to open up instant two-way conversations between rooms, or send one-way announcements from any room. Use Alexa to call or message almost anyone for free on your supported Alexa device or the Alexa app on your supported mobile phone or tablet. See below for more specific guidelines around communications.

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Productivity

With Alexa as your assistant, it’s easy to turn your house into a smart home. Get hands-free voice control by connecting your compatible smart home products to your Echo device or control them in the Alexa app when you’re away.

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Smart Home

From lights and plugs to thermostats and cameras, Alexa can help make your home smarter and more automated by simplifying your everyday routines.

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Shopping

Alexa is always ready to help you get your shopping done—from reminders to ordering dog food to tracking your Amazon order all the way to your doorstep.

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News and Information

No matter what time of day it is, Alexa is here to keep you informed. From daily news updates and weather reports to local search, translations, sports reports, and more, just ask Alexa to stay in the know.

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Alexa Skills

Skills are like apps that help you do more with Alexa. Use them to play games like Jeopardy!, listen to your favorite podcast with Anypod, relax with Thunderstorm Sounds, catch up on the news, and more. New skills are being added all the time. Check out top skills in the Alexa app or visit the skill store.

With Skill Blueprints, you can customize Alexa responses and create personalized skills in minutes. No coding required—choose from over 30 easy-to-use templates and fill in the blanks to build your own.

Learn more about these domains on the All Things Alexa page.

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Products and Services That Work With Alexa

Use these approved brand descriptions to explain how your products and services work with Alexa.

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How to Talk About Alexa Voice Service

Describe your product’s integration with Alexa as “Alexa Built-in.” 

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"Alexa is the intelligent cloud-based voice service that you can talk to on [your product]. Speak to Alexa through [your product] to play music, hear the news, check weather, control smart home devices, and more. Alexa lives in the cloud, so Alexa is always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa on [your product] is simple and hands-free [only include hands-free if applicable, does not apply to push-to-talk]—just ask, and Alexa will respond instantly. [Please confirm full functionality of your integration and adjust description accordingly]"

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How to Talk About Connected Devices (Smart Home and Gadgets)

Describe your product’s integration with Alexa as “Works with Alexa.” See here for an example.

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"Alexa lets you use your voice to control [your product] by speaking commands through an Alexa device. To setup voice control to any certified “Works with Alexa" product, enable the skill and link your Alexa account to your [your brand] account. Then just ask Alexa to turn on the light, dim the table lamp, increase the temperature, or lock the door. Some smart home products require a compatible hub."

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How to Talk About Alexa Skills

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"Skills add new capabilities that allow you to create a more personalized experience with your Amazon Echo, Fire TV, and other Alexa devices. Skills let you receive flash briefings, order food, request a ride, track your fitness, and more. When you set up Alexa skills, “enable” the skill and link your account in the Alexa app."

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How to Talk About Alexa Automotive

How to talk about Alexa aftermarket devices or embedded OEM solutions

Whether you're a developer or an automaker, there are approved ways to talk about Alexa. Which you use depends on your integration and device type.

  • Alexa short description— "You can talk to Amazon Alexa [on your Product Name/in your Vehicle Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more."
  • Alexa long description, hands-free— "You can talk to Amazon Alexa [on your Product Name/in your Vehicle Name]. With Alexa, you can ask to play music, hear the news, check the weather, control smart home devices, and more. Alexa lives in the cloud, so it’s always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa [on your Product Name/in your Vehicle Name] is simple and hands-free – just ask, and Alexa will respond instantly."
  • Alexa long description, push-to-talk— "You can talk to Amazon Alexa [on your Product Name/in your Vehicle Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more. Alexa lives in the cloud, so it’s always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa [on your Product Name/in your Vehicle Name] is simple – just tap-and-ask, and Alexa will respond instantly."
  • How to talk about Alexa Connected Car Skills— "From the comfort of your home, use the [Automaker Skill Name] connected car skill to remotely control your [Automaker Brand] vehicle. Just by asking, you can remotely lock/unlock your doors, start/stop the engine, find out how much fuel you have left, and more." Please confirm full functionality of your skill and adjust this description accordingly.
  • How to talk about Alexa Connected Car Skills and Alexa in the vehicle, combined— "There are two ways to enjoy Amazon Alexa with your [Vehicle Name]. While inside your [Vehicle Name], you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more – all while you keep your hands on the wheel and eyes on the road. From the comfort of your home, use the [Automaker Skill Name] connected car skill on your Alexa Built-in device to remotely control your [Automaker Brand] vehicle. Just by asking Alexa, you can remotely lock/unlock your doors, start/stop the engine, find out how much fuel you have left, and more."

Marketing Alexa Auto aftermarket devices

  • How to title your integration— "[Automaker Brand] + [Product Name] + with Amazon Alexa Built-in", (e.g. Acme Widget with Amazon Alexa Built-in).
  • How to title your device on an Amazon.com product listing page— Please use the following format for your product listing title: "[Automaker Brand] + [Product Name] + Alexa Built-in + [packaging type, if applicable] + [color/style/size, if applicable]." See all Amazon.com Product Detail Page rules.)
  • How to describe your product’s integration with Alexa— Refer to your product’s integration with Alexa as "Alexa Built-in”: "[Product Name] with Alexa Built-in".
  • How to describe how to interact with Alexa— Refer to your product's integration with Alexa as “Alexa Built-in.” For example, “[Product Name] has Alexa Built-in, so you can just ask…” See the How to talk about Alexa section above.

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How to Talk About Alexa Shopping

Describe shopping as “Alexa Shopping” (not Voice Shopping or Alexa Voice Shopping).

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"Alexa can place orders, reorder products from your order history, add items to your Amazon cart, and more. When you ask, "Alexa, where's my stuff?" Alexa will provide information on when your next Amazon order will arrive. Alexa can also notify you when a package is on its way or at your door with delivery notifications. If you have questions about a product, just ask and Alexa can check prices and product ratings, share deals, and ask the community for answers to product questions. And if you’re a Prime Member in a city with a participating Whole Foods Market store, you can now get even more fresh, organic groceries with Alexa through Prime Now in select zip codes."

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How to Talk About Smart Home Properties (Hotel Rooms) with Alexa

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"Our hotel rooms now come with Alexa, your voice-activated virtual concierge. Just ask Alexa to reach the hotel front desk, play your music, ask for the Wi-Fi password, request hotel items (like a toothbrush), dim the lights, or learn about other hotel amenities and operating hours. [Please confirm full functionality of your skill and adjust description accordingly.]"

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Alexa Communications

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General Guidelines

  1. When referring to all of the features, use "Alexa Communication." You can drop "Alexa" when implied. You can also use "communication features." We are no longer calling the set of features "Calling and Messaging."
  2. When referring to instances for both Echo and 3P devices, use 'Alexa devices' for any time you first reference the functionality on a page. You can then revert to "devices."
  3. Prioritize features based on stickiness: Drop In, Calling, Announcements, Messaging
  4. The SMS relay feature is being deprecated at the end of 2018, so do not refer to this going forward. As a result, do not refer to "Call or message almost anyone."
  5. Generally, lean into Drop In & Announcements first as intra-home communication features, then calling, then messaging.
  6. For Drop In and Announcements, lean into VOX (from mobile to home) for single device owners and intercom for multi-device owners.

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Drop In

Rules:

  1. Formal name is Alexa Drop In, though drop Alexa when it's implied
  2. Use Drop In when referring to the feature
  3. Use drop in when using it as a verb
  4. Focus on in-home communication - between devices in the home or from the mobile app to a device at home
  5. Falls under 'Keep your household in sync'

Sample Copy

Introducing Drop In:
Drop In is like a two-way intercom, it is an optional feature that lets you instantly connect between rooms with your supported Alexa devices. Just say, “Alexa, drop in” to get started. [note: We can't use "instant" in the EU].

Drop In Out of the Home:
You can also use Drop In to communicate with close family outside the home by granting Drop In permissions to your selected contacts.

From the App/On the Go:
You can also use the Alexa app to drop in on your devices to let your family know when you’re on your way home. [note: if this is the first reference on the page replace "device" with "supported Alexa device."]

Set Up:

  1. In the Alexa app select the Conversation icon.
  2. Select the Drop In bar.
  3. Select the name of the contact you want to drop in on.

Utterances:
“Alexa, drop in.”
“Alexa, drop in on the kitchen.”
“Alexa, drop in on Echo.”
“Alexa, hang up.”

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Announcements

Rules:

  1. Formal name is Alexa Announcements, though drop Alexa when it's implied
  2. Use Announcements when referring to the feature
  3. Focus on in-home communication - between devices in the home or from the mobile app to a device at home
  4. The golden is ‘make an announcement,’ though 'tell everyone' can be used
  5. Falls under 'Keep your household in sync'

Sample Copy

Introducing Announcements:
Now there's an easier way to quickly get your family on the same page. Announcements lets you broadcast a message to your supported Alexa devices to help keep your household in sync. Just say, “Alexa, announce dinner is ready” and “Dinner is ready” will be played out in your voice on supported devices.

From the App/On the Go:
You can also use the Alexa app to make an Announcement on your supported Alexa devices to let your family know when you’re on your way home.

Utterances:
“Alexa, announce that dinner’s ready.”
“Alexa, broadcast that we’re leaving in five.”
“Alexa, announce that I’m heading home from the office.”

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Calling

Rules:

  1. Formal name is Alexa Calling, though drop Alexa when it's implied
  2. Falls under 'Be together more'

Sample Copy

Introducing Calling:
Making calls with Alexa is easy. Reach people on their supported Echo or Alexa device or the Alexa app. You can also place a call to most phone numbers in the US, Canada and Mexico – for free. [note: "call almost anyone either needs to be on the same page as an explanation that emergency calling is not supported or followed by a "Learn More" link directly after that statement that leads to the Legal FAQ's.]

Video Calls:
You can also make video calls to friends and family between any Echo Show, Echo Spot, or the Alexa app.

To call an Alexa contact, say something like, "Call John Smith." If your contact answers the call using a device with a screen, or with the Alexa App, it'll be a video call.

Calling Contacts:
Once your contacts are synced in the Alexa app, just ask Alexa to call any of your contacts by name to make hands-free calls while you multitask.

Receiving Calls:
You can receive calls from other supported Alexa devices or the Alexa app. If someone is calling, Alexa will announce the incoming caller and a green light indicator will appear on your Echo device. You can ask Alexa to answer or ignore the call.

International (no COBO i.e. everywhere except US/CA):
“Call your Alexa contacts, by name, hands free. Just say “Alexa, Call Mum” to reach your contact on their supported Alexa device or the Alexa app.”

Utterances:
“Alexa, call Mom.”
“Alexa, answer.”
“Alexa, hang up.”
“Alexa, what's Domino's number?” [US/CA only]

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Messaging

Rules:

  1. Formal name is Alexa Messaging, though drop Alexa when it's implied
  2. Falls under 'Be together more'
  3. Currently our least sticky feature

Sample Copy

Introducing Messaging:
Use Alexa to easily send and receive Alexa Messages to other Alexa Communication users. Simply say “Alexa, send a message” and a voice recording of your message will be delivered to your contact’s supported Alexa device and Alexa app. If your contact doesn’t yet own a supported Alexa device, they can download the free Alexa app to send and receive Alexa Messages.

Receiving Messaging:
When you receive a new Alexa message you’ll hear a chime and see a yellow light indicator on your Echo device. If your Echo has a screen, you will see a message icon. You’ll also be notified in the Alexa app so you can stay in touch wherever you are.

Utterances:
“Alexa, message Dad.”
“Alexa, play my messages”