If you’re thinking about the future of smart speakers and voice assistants, it’s not just about the devices from the companies that make those assistants.

As we pointed out last week, there’s a race between Amazon and Google in the west to get Alexa and Google Assistant into as many devices from other companies as possible: from speakers and TVs to fridges and even toilets.

This weekend, Amazon provided an update of how that strategy is going for the company. Alexa is now integrated with more than 20,000 devices from more than 3,500 brands, up from 4,000 devices from 1,200 brands at the start of 2018 – impressive growth.

Amazon’s smart home VP Daniel Rausch also told the audience at the IFA show that there are now more than 50,000 Alexa ‘skills’ (the voice equivalent of apps) available.

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