Fresha joins the next Generation of Alexa in the UK

Amazon has just introduced Alexa+ to the UK, marking a major leap forward, all led by generative AI. Fresha is proud to announce that we’re at the forefront of this powerful shift, redefining how customers can discover and book with their favourite selfcare destinations. 

This isn’t just another smart assistant update. Alexa+ marks a shift from passive voice commands to proactive, personalised, action-driven experiences. So, instead of simply answering questions, it gets things done, from managing schedules to making bookings, all through natural, human conversation. 

For the beauty and wellness industry, said shift is significant. 

As part of Alexa+’s expanding partners, Fresha will help enable seamless beauty and wellness bookings through voice. Rather than opening apps or needing to search manually, customers will be able to say what they need, whether it’s a last-minute haircut, a gel manicure for the weekend, or rebooking a regular appointment. Alexa+ will handle the rest. 

This changes how people discover and book services. It’s faster, more intuitive, and built into everyday life. 

Why does this matter for Fresha partners? 

For Fresha partners, it opens up an entirely new kind of customer journey by expanding the consumer entry points into the world’s leading beauty and wellness marketplace. Alexa+ creates high-intent moments where users are ready to act immediately, so no scrolling, no comparing, and no drop-off mid-way through the booking process. Essentially, clients can book their appointment with words as simple as “Alexa, can you rebook my regular eyebrow appointment?” 

As voice becomes a natural interface in the home, this introduces a brand new layer of visibility where businesses are not just found, but specifically requested. 

It also marks a shift away from traditional search-based behaviour. Instead of typing keywords and filtering results, customers can express what they want in their own words, based on mood, timing, and/or personal preference. Alexa+ understands that context learns from past behaviour, therefore connecting users with relevant services like those offered through Fresha. 

What makes this particularly powerful is how naturally it fits into daily routines. Not only can you request, but Alexa+ can suggest appointments based on your schedule, remember your go-to appointments, and even help coordinate plans around other activities. Booking a treatment becomes just another part of organising your day, rather than a separate task. 

The result? A further personalised and higher-quality booking experience for both clients and businesses. This is the direction the industry is moving in, toward conversational, embedded experiences that feel effortless. 

At Fresha, our focus has always been on making bookings as seamless and simple as possible. As the leading AI-powered beauty and wellness booking platform, partnering with Alexa+ is a natural extension of this mission. Following our recent announcement as a key booking platform in Google AI’s Agentic Commerce Moment, this brings us even closer to a world where discovery is personalised, booking happens instantly, and beauty and wellness services are fully integrated into how people live their lives. 

Alexa+ is rolling out in the UK soon through Early Access, with more countries expected to launch over time. As Fresha’s AI integrations continue to evolve, the opportunities for Fresha partners to connect with clients in entirely new ways will too.