Amazon names Aidan Marcuss to lead Alexa as Daniel Rausch moves on

MUMBAI: Alexa is getting a new voice at the top. Amazon is set to appoint Aidan Marcuss as head of its Alexa division next month, as longtime executive Daniel Rausch steps away from leading the voice assistant and moves to another role within the company’s devices and services business, Reuters reported.

Rausch, who has spent 17 years at Amazon, has led the Alexa and Echo businesses as vice president for more than three years. He will leave the division in November and is expected to return to a different role within devices and services in 2027. Amazon confirmed the leadership transition in response to a Reuters inquiry but did not disclose further details.

Marcuss joined Amazon from Microsoft in early 2025 and currently oversees Fire TV, advertising and the Amazon Appstore. His recent responsibilities include the launch of a new Fire TV Stick last month, which received mixed reviews.

Kevin Keith, an Amazon vice president responsible for product and marketing, will retain his current position while temporarily taking over Marcuss’ existing responsibilities.

The reshuffle comes as Amazon pushes to make Alexa more capable through generative artificial intelligence. The upgraded assistant, known as Alexa+, is designed to handle longer, more detailed requests, moving beyond the conventional voice commands that defined the service when it launched in 2014.

Alexa+ is available as part of Amazon Prime, which costs $139 a year, or as a standalone subscription priced at $20 a month. The updated assistant is also central to Amazon’s latest tablet strategy, with the company unveiling its first tablets featuring Alexa at the centre of the experience.

The move comes against a challenging financial backdrop for Alexa, which has been a persistent source of losses for Amazon since its introduction. The new leadership will oversee the division as the company seeks to develop more capable AI services and expand their presence across its devices.

Amazon’s newly announced tablet line-up comprises three models: the Alexa Tablet 12 Pro, Alexa Tablet 11 and Alexa Tablet 8, with prices starting at $229.99. All three run on Android, feature aluminium bodies and provide access to the Google Play Store, alongside Amazon’s entertainment and reading services.

The 12 Pro sits at the top of the range, featuring a 12-inch display with a 120Hz refresh rate, up to 16GB of RAM and an optional anti-glare Nanomatte screen. The 11-inch model targets streaming, gaming and browsing, while the compact 8.7-inch version is designed for portability.

Alexa+ is integrated across the range, allowing users to seek assistance without leaving the content they are viewing. Its on-screen intelligence feature can analyse displayed information and provide contextual responses, while live sessions allow conversations to continue without users having to repeat the wake word before every question.

For Amazon, the leadership change arrives as Alexa evolves from a voice-controlled assistant into a broader AI interface spanning devices and services. Marcuss brings experience across Fire TV, advertising and the Appstore, while Rausch’s departure from the division marks a transition after years of overseeing Alexa and Echo.

The immediate challenge is to turn Alexa’s expanded capabilities into a more compelling consumer offering, with the new tablets providing another route into users’ daily routines. Whether that translates into stronger adoption and a more sustainable business will be a key question as Amazon’s AI ambitions move into their next phase.