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Forget ‘Googling It.’ Amazon Wants You to ‘Alexa It.’

With its aggressive new strategy of putting Alexa everywhere, Amazon aims to build an operating system for the physical world

Amazon senior VP Dave Limp demonstrates a new Alexa feature. The text “Alexa, why did you do that?” is showcased behind him.
Dave Limp, a senior vice president at Amazon, demonstrates a new Alexa feature. Photo: Andrej Sokolow/picture alliance/Getty

At its Seattle event last week, Amazon unveiled more than just an ambush of Echo devices. It also unveiled a new strategy.

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