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

Echo smart speakers now answer to a new celebrity name

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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.”

In a blog post, Amazon said this makes it “more natural and intuitive to bring Samuel’s iconic voice to your Alexa-enabled device.”

Multiple “top reviews” for the skill previously complained about having to ask Alexa to “ask Sam” in the earlier version. Now, however, users who want to add Jackson can simply say, “Alexa, introduce me to Samuel L.

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