Amazon ignites Alexa integration as part of tie-up with Lamborghini

Amazon has partnered with luxury car brand Lamborghini to integrate Alexa into its latest Huracan Evo range. Alexa has previously been integrated with automakers such as Audi, BMW, Ford and Toyota.

According to Amazon, as the automotive industry evolves, new products and services will aid automakers and suppliers to deliver a more convenient, more connected driving experience for customers. In addition, the global eCommerce company also said that customers these days are not avidly purchasing a brand new car. Hence, Amazon created Echo Auto, which works with electronic brands such as Anker and Garmin build Alexa-enabled devices for the car.

Later this year, Amazon aims to allow customers with Alexa-integrated cars to purchase fuel at all 11,500 ExxonMobil stations. The transactions for this new Alexa feature will be made through Amazon Pay and powered by global financial services technology provider Fiserv.

In addition to the Alexa integration, Amazon also introduced the Fire TV Edition. The company looks to bring its streaming platform Fire TV to new categories such as in-car entertainment. BMW and Fiat Chrysler Automobiles will be among the first automakers to deliver the Fire TV experience in its future vehicles.

The eCommerce giant has been ramping up its products and services not only in the US but also in the Southeast Asia markets. In October 2019, Amazon officially launched an online site for consumers in Singapore. Available on desktop, mobile and Amazon Shopping app, the company aims to allow Singapore consumers the ability to shop from a local and international selection on its platform.

Amazon first expanded to Singapore three years ago. Currently, Amazon members in Singapore have access to the Prime Now, the free 2-hour delivery service. With the launch of, Prime membership for customers in Singapore will also include free one-day delivery with no minimum spend for eligible local items on the online store, as well as free international shipping for eligible orders.

Prior to that, local telco Singtel inked a partnership with Amazon Prime for the telco’s customers to receive Prime’s shopping and entertainment benefits. With this partnership, new and re-contracting mobile and broadband customers will be entitled to a 12-month membership.