Here’s Why Alexa Won’t Light Up During Amazon’s Super Bowl Ad

The Echo and Echo Plus. Photographer: Daniel Berman/Bloomberg

By Brad Stone

Amazon.com Inc. is advertising its Alexa-powered speakers in the big game on Sunday. It’s an amusing 90 seconds that features celebrities like Gordon Ramsay, Rebel Wilson, Anthony Hopkins, Cardi B and the world’s wealthiest man, Jeff Bezos himself.

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