Alexa+ Adds a 'Sassy' Personality That Can Swear

Amazon has expanded Alexa+ with a new "sassy" personality option that can deliver razor-sharp wit, playful sarcasm and occasional censored profanity. The company says the mode is intended for adults and will occasionally drop swear words — though reportedly those words are censored or muted in some way.

To enable the sassy tone, users must pass extra safety checks. The mode is blocked on accounts with an Amazon Kids profile and Amazon requires additional verification such as face scans to confirm the user is an adult. The company also warns that the personality may include "mature subject matter."

Practical tests show the new setting will produce milder expletives like "damn" or "hell," and it's unclear how Amazon handles stronger language — whether via bleeps, substitute words or partial censoring. Amazon states that Alexa+ will not engage in hate speech, illegal activity, personal attacks or anything that could cause harm, keeping guardrails in place despite the looser tone.

This sassy voice joins other Alexa+ personalities such as sweet, brief and chill — the latter described as a surfer-like relaxed style. Alexa+ itself is an updated take on Amazon's long-running conversational assistant, built to sound more natural and personable while still performing core tasks like alarms, timers and weather.

For those who enjoy more entertaining voice interactions, the sassy option offers a different flavor of personality that might make everyday interactions a bit more lively. At the same time, the extra verification steps and usage warnings indicate Amazon is trying to balance playful expression with responsible controls for adult content.