** E-commerce giant Amazon.com's AMZN.O shares rise 2.1% to $218.9
** AMZN on Wednesday unveiled the first major overhaul of its Alexa voice assistant, called Alexa+
** Morgan Stanley says Alexa+ is one example of how AMZN could drive more durable and cash-flow generative multi-year retail growth
** With OpenAI's ChatGPT Pro/Operator and Google's Gemini Advanced agentic features behind monthly subscription paywalls, Amazon's Alexa+ could have first mover advantage to drive consumer behaviour changes, and force competitors to lower prices or free products quickly - brokerage
** "we are most optimistic about AMZN's ability to drive more durable e-commerce growth from Alexa+ ... ," Morgan Stanley says
** AMZN rose ~23% in the last 12 months
(Reporting by Priyanka.G in Bengaluru)
((priyanka.g@thomsonreuters.com;))
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