One of the reasons Alexa is so useful is that she is now being added to a host of everyday products. In 2018 we not only launched a new range of Echo smart speakers but also an Alexa enabled microwave, wall clock and doorbell, plus Echo Auto so people could use Alexa in their cars. Meanwhile 3 rd party manufacturers like Ecobee and Philips created Alexa enabled thermostats and light bulbs. We wanted to celebrate the fact that Alexa was appearing in all these devices, but we knew it would be important to do so with honesty and humility. At Amazon we always try to find a better way, but we also recognise that sometimes it takes a few wrong turns to get to the ideas that really work. So we decided to have some fun with the idea that not every new Alexa product had been a smash hit…

Amazon’s Alexa is now being added to a host of everyday items. We decided to celebrate that fact by suggesting that not every new Alexa product had been an immediate smash hit…

Our Super Bowl spot featured celebrity ‘Beta testers’ trying out various Alexa inventions with disastrous results. In this case, Harrison Ford's Alexa-enabled dog collar allows his furry best friend to order (and keep ordering) dog food over and over again.