Amazon reshuffles Alexa leadership after tablet launch

Amazon: Amazon is a major technology company operating in e-commerce, cloud services, and consumer devices. It develops and manages the Alexa voice assistant within its devices and services division. The company is restructuring leadership in its Alexa unit immediately following the launch of new high-end tablets featuring an updated version of the assistant. Microsoft: Microsoft is a global technology company focused on software, cloud computing, and related services. Aidan Marcuss previously worked at Microsoft before joining Amazon in early 2025. Kevin Keith: Kevin Keith serves as a product and marketing vice president at Amazon. He will retain his existing responsibilities while temporarily taking on additional duties previously held by Aidan Marcuss during the transition period. Aidan Marcuss: Aidan Marcuss is currently vice president of Fire TV, advertising, and the Amazon appstore at Amazon. He joined the company from Microsoft in early 2025 and oversaw the recent release of a new Fire TV stick. He will assume leadership of the Alexa division following Daniel Rausch's departure. Daniel Rausch: Daniel Rausch is a 17-year Amazon veteran who has served as vice president of Alexa and Echo for more than three years. He has acted as the public face of Alexa during events and global product launches. He is departing the unit next month before returning to another role in the devices and services division in 2027. Service Offering: The updated Alexa+ is available as part of Prime membership or through a standalone subscription option. Product Development: Amazon has spent several years creating a new generative AI version of Alexa capable of responding to longer prompts. Leadership Transition: The Alexa division changes occur one day after Amazon announced its first tablet computers featuring the voice assistant.