Samuel L. Jackson Muscles in on Amazon Alexa’s Turf

Echo smart speakers now answer to a new celebrity name

Amazon has made it easier for users to engage with its celebrity voice skill. Amazon
Headshot of Lisa Lacy

One year after debuting actor Samuel L. Jackson as an add-on for select voice queries on Echo devices, Amazon has upped the ante with a Jackson-themed wake word: “Hey, Samuel.”

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@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.