Amazon is letting Echo users change Alexa's voice to actor Samuel L. Jackson for a dollar

Amazon's Alexa voice assistant now has some celebrity competition. Starting last week, the company began letting users purchase the voice of actor Samuel L. Jackson as a fill-in for the company's popular voice assistant, Alexa. This means users who buy the voice for $0.99 are able to receive audio responses from their Echo device in the actor's iconic voice. Actor Samuel L. Jackson (pictured above) is the first-ever celebrity voice option to make its way onto the Echo speaker To use the new feature, users who purchase the Alexa alternate must prompt their Echo device to respond in Jackson's voice by specifically phrasing their queries. For instance, anyone who purchases the feature can activate Jackson's voice by uttering something like'Hey Alexa, ask Sam Jackson if...' The new feature stops short of fully replacing Alexa and currently only allows users to query Jackson for the weather, jokes, and for details about their calendar or the time or the news. While the functionality is currently limited in scope, adult users will still be able to enjoy Jackson's more adult vocal repertoire, including an explicit mode that sprinkles responses with curse words.