With a boom in technological advancement of virtual assistants, they are EVERYWHERE in Consumer Electronics Show, 2017 going on in Vegas. But, the one virtual aide which is the talk of the e-town is the star: Alexa by Amazon.

Amazon’s Alexa technology showed up everywhere, from cars, to TVs, to watches, to things that even looked and worked an awful lot like Amazon’s own Echo devices.

It seems every appliance that’s any appliance is adding Alexa support at CES 2017, giving Amazon a commanding lead in the race to become the de facto smart home standard.

Here in Las Vegas, and the United States, it’s clear that there’s a love of Amazon’s skill-based voice platform and how it’s bringing useful smart home features to life faster than any other platform. To date Alexa has publicly launched only in the US and UK. Alexa helps Amazon make more money only when it’s integrated into its suite of services and can order you home delivery shopping from local warehouses.

The reason Alexa has been so brightly highlighted is that its rivals aren’t promoted that well. Another reason for its popularity is the provision of the flexibility in its AI design; manufacturer can add new skills apart from what Amazon has built in.

Amazon is not quite as global a company as Google or Microsoft – the online retailer doesn’t have a website for countries in Scandinavia, the Middle East or Africa, for example. In the battle to become the brand that’s synonymous with the smart home experience, building a global footprint will become important very soon. It would soon be reaching the global market if it expands its range of countries from 2 to 200.

From its debut in Amazon Echo speaker to its replacing other virtual aides in appliances, Alexa has made sure that it has what it requires to gain manufacturers’ favors. Soon, more than speculations would be known about consumers’ response, once appliances with Alexa reaches them.