Amazon presents an automotive gadget, Echo Auto, at an event on September 20, 2018
Todd Haselton | CNBC
Amazon wants to make it easier for automakers to bring voice assistants to their vehicles.
The company announced on Friday a new service – Alexa Custom Assistant – that allows automakers and device manufacturers to develop their own digital assistant, based on Amazon’s Alexa voice technology.
Although they rely on Amazon technology, automakers can customize their digital assistant according to their preference, defining wake words, voice, unique skills and capabilities, such as search, traffic updates and navigation.
The cost to develop a smart assistant using the service will vary depending on the device or vehicle, customer use cases and language requirements, said Amazon.
Amazon said the solution aims to eliminate some of the challenges that arise when a company creates its own digital assistant technology from scratch, which can be expensive and time-consuming. Automakers that use the service can also take advantage of “tens of thousands of Alexa skills and integrations,” such as smart home, entertainment and shopping.
The offering is the latest example of Amazon’s efforts to extend Alexa’s reach beyond voice-activated smart speakers. The company has integrated the digital assistant into a variety of home devices, including microwaves, watches and smart plugs.
In recent years, Amazon has sought to partner with car manufacturers to put Alexa on the road, either by incorporating the digital assistant into vehicles or enabling more basic features, such as allowing owners to lock vehicle doors using voice commands from their homes. Last January, Amazon launched an edition of its Fire TV streaming service for backrest screens.
Amazon faces competition from Silicon Valley companies such as Apple and Google, which are also looking to persuade automakers to integrate their technologies into in-car infotainment systems. So far, Amazon has partnered with a growing list of car manufacturers, including General Motors, Ford, BMW, Audi, Toyota, Hyundai and Nissan.
Fiat Chrysler, which has partnered with Amazon to bring its technology to vehicles, will be the first automaker to develop its own digital assistant through Alexa Custom Assistant, said Amazon. Alexa Custom Assistant will be integrated into selected Fiat Chrysler vehicles through its Uconnect 5 car infotainment system.