Amazon rebrands the Echo app as Alexa (not to be confused with its Alexa analytics tool)

Amazon has quietly rebranded the companion app to its Echo voice-controlled speaker this week, changing its name from “Amazon Echo” to “Amazon Alexa.” The update comes alongside some extra VoiceOver support and additional sources for the device’s Flash Briefing feature, so the Echo can tell you more about the day’s news headlines. Why Amazon decided to rebrand the Echo app as Alexa remains a mystery, given that it already has an analytics tool

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