United Kingdom, April 9 -- Amazon is ramping up its push into AI-powered entertainment, unveiling a major upgrade to its music streaming experience through Alexa+.

The company says generative AI is transforming how users interact with the Amazon Music app, turning simple voice commands into more dynamic, conversational discovery tools.

With Alexa+, listeners can now explore music in a more intuitive way - whether that's tracking down a half-remembered song lyric or diving deep into an artist's influences.

According to Amazon, customers using Alexa+ are exploring three times more music than those using the original Alexa, while users seeking recommendations are listening to nearly 70 per cent more tracks.

The upgrade is now rolling out...