AMAZON has sparked concern that more ads could pop up on Alexa devices as it introduces new AI features to the popular voice assistant.

The company's new AI supercharged Alexa is still rolling out, which users can pay for if they don't have a Prime membership.

Alexa+ is optional and costs $19.99 (£15) per month without a Prime subscription.

But there could be even more ads on the way as Amazon looks to make its devices profitable.

Currently, users already see some limited ads, such as on Echo Show displays.

There's also the "By the way" feature that makes subtle suggestions to you based off what you ask Alexa.

Amazon chief Andy Jassy has now hinted other ads are in the works.

"There will be opportunities, as people are engaging in more multiturn conversations [with Alexa Plus], to

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