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

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.”

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