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Amazon Earmarks $100 Million to Make Its Siri Rival Mainstream

Amazon is doubling down on its voice-assistant technology, Alexa, earmarking $100 million in investments for startups innovating in the space and allowing hardware makers to integrate the technology into their own devices. Amazon also said it will open up the technology to outside companies to build new types of voice commands into Echo, the speaker and personal assistant device that’s powered by Alexa. Ticket seller Stubhub and Intuit-owned personal finance service Mint are two of the businesses that are creating ways for their customers to access information via Echo.

This article originally appeared on Recode.net.