Google Assistant vs. Amazon Alexa: Which is best?

Much like early Android and iOS smartphones were worlds apart but now practically mirror each other in features, you can expect the gap between Alexa and Google Assist to narrow over time as they mature.

For now, the differences between Google Assistant and Amazon Alexa boil down to how each system deals with specific tasks like smart home routines, shopping lists, and how they design their mobile apps.

First, we’ll cover which brand wins in categories they can both compete in:

• Best smart displays: Google Assistant
• Best smart speakers: Amazon Alexa
• Best smart home compatibility: Amazon Alexa
• Best mobile app: Google Assistant
• Best shopping list: Google Assistant
• Best smart home routines: Amazon Alexa
• Best real-time language translation: Google Assistant

Then, we’ll cover unique features from the brands:

• Multitasking: Google Assistant 
• Location triggers: Amazon Alexa
• Dynamic voice tones: Amazon Alexa

Google's smart displays are pleasant to use, particularly with how many video streaming services they support. It's not a perfect feature but is more capable than what we experienced with Alexa.

Another feature we like is the option to show curated photos from Google Earth and artwork when the screen's not in use. This is in addition to drawing from your Google Photos collection.

• Google Nest Hub (2nd gen) (about $149): This smart display is Google's more affordable model due to a smaller 7-inch screen and no built-in camera. We think it works great as an alarm clock for adults or a tiny TV alternative for the kids' playroom.
• Google Nest Hub Max (about $349): The Google Nest Hub Max has a large 10-inch screen—about the size of an iPad. It also has bigger speakers and a built-in security camera, making it great for video calls over Google Duo. The large size is perfect for recipes in the kitchen but works just as well for watching TV shows in the background of most medium and large rooms.

During our research, it was surprising that Alexa's dominance with music services didn't translate into similar performance for video services on smart displays.

While Alexa has competent devices, we ultimately preferred Google's approach (and more massive video service selection) as an easier product to use. But they do have one advantage over Google smart displays: every model includes a camera for video calls.

• Echo Show 5 (2nd gen) (about $119): The smallest Amazon Echo Show targets a lower price than Google's cheapest smart display, and the minuscule 5-inch screen makes a better alarm clock.
• Echo Show 8 (2nd gen) (about $199): This device competes directly with the Google Nest Hub but narrowly wins because it has a built-in camera. It's great for offices and kitchens because it doesn't take up much space.
• Echo Show 10 (about $399): The Echo Show 10 doesn't hold up as well to Google as other Amazon Echo smart displays but is a solid option thanks to built-in Zigbee device compatibility. As a bonus, the screen can follow you around a room for optimal audio and video.

Amazon's Echo smart speakers created the pattern that most online reviewers use to judge all other smart speakers. They deliver big in terms of audio quality but at a price that's more affordable than the industry-topping Sonos wireless speakers.

Google perfects a few devices for specific scenarios, while Amazon seems content to experiment with as many Echo smart speakers as possible:

• Echo Dot (4th gen) (about $79): The Echo Dot is your starting place for all things Alexa.
• Echo (4th gen) (about $149): As the smart speaker market grows, the Amazon Echo doesn't feel as groundbreaking as the original 2014 version. But it's still a worthwhile addition to the smart home with better music quality than most competitors in this price range. Plus, it can control Zigbee smart devices without a hub. This powerful feature is ideal for smart homes with tons of sensors.
• Echo Studio (about $329): The Echo Studio is Amazon's thunderous reply to people who want the loud, vibrant music you might find in a stereo system. It even has Dolby Atmos surround sound, which pairs great with blockbuster movies on a Fire TV streaming device.

On top of a full range of traditional smart speakers and smart displays, Amazon's playful experimentation results in some nontraditional Echo devices:

• Echo Buds (2nd gen) for personal audio
• Echo Auto for cars
• Echo Link for controlling stereo systems

Google has a smaller selection of smart speakers than Amazon. These speakers hold their own in terms of audio quality but overall aren't as good as Echo speakers.

• Google Nest Mini (2nd gen) (about $79): This is an upgraded version of the Google Home Mini. It comes with better sound quality and a wall-mounting option to save space on shelves and tables.
• Google Nest Audio (about $149): The Google Nest Audio has great sound quality compared to its tiny counterpart. It's great for most living rooms and larger bedrooms.
• Google Home Max (discontinued): Google brought the beat with its largest smart speaker but stopped selling it in 2020. This leaves Google without a competitor to the Echo Studio.

Alexa doesn't place your devices on a single screen like Google—it uses buckets to categorise your smart devices. This is a bit clunkier than Google Home, since you need to select a category first before controlling an individual device. For faster access, you can group devices or add them to your favourites, which places them in an easily accessible spot on the devices tab of the Alexa app.

One recent addition to the Amazon Alexa app we'd like to see in Google Home is the Energy Dashboard. It tracks how long your devices run and estimates your energy usage. The energy estimation isn't always accurate so you might need to set the right wattage for your devices (the Alexa app guesses at first), but it's still a cool tool for learning about your energy footprint.

Alexa has a more robust approach to smart home functionality than Google Assistant:

• Alexa can trigger actions and react to conditions in your smart home.
• Google Assistant only triggers actions. It can't react to most smart home devices.

Let's try creating a routine using the Alexa app. When you select the option to create a routine, you'll see a screen with basic options:

You have the option to name the routine, set a trigger condition ("When this happens"), and set an action dictating how Alexa reacts to that action ("Add action"). In the second option, "When this happens," you can choose from various triggers, including voice commands, specific dates and times, smart home devices, location, alarms, Echo Buttons, and sound detection.

One of the best examples of Alexa's superiority with routines is the simple option to have it play a sound or message whenever a sensor triggers on the front door. Alexa can then say the front door is open. This is something Google Assistant simply can't do.

In contrast, Google's routines are too simplistic. The only trigger options it gives you are when you say a specific voice command, dismiss an alarm, or at a particular time each day.

Alexa's flexibility with routines is akin to what you find in a smart home system like Samsung SmartThings, making it much more effective and easier to use.

While Alexa's lists are easier to access, Google's images are absolute perfection for finding a specific item quickly. This is especially great if you help someone with their shopping or have someone shop for you. Google used to allow you to look up specific items with a picture of the actual product, but now it just shows a generic image.

Both Alexa and Google allow you to create shopping lists using voice commands: "Add X to the shopping list." But Alexa has a more intuitive shopping list feature than Google Assistant because it stores your lists in the Alexa app. Just select Lists & Notes from the popup menu to access them.

By default—instead of placing your list in the Google Home app, or even sending it to Google Keep (a great app for shopping lists)—Google Assistant stores its shopping lists on a website: shoppinglist.google.com. This is an odd choice that isn't as intuitive. It requires you to leave the Google Home app or add items using voice commands.

But Google shopping lists are easy enough to use once you're on the website. We particularly like that you can choose specific items on Google Shopping List and get a helpful photo. It's a strong visual reminder, something Alexa only does with sponsored items or in the suggestions section.

It's possible to add shopping list items to Google Keep with voice commands if you create a list in the app and give a specific name. It works as long as you don't have the same list names on the Google shopping list site. It doesn't have the helpful photos or categories, but doesn't require the website.

You can view all of your Google Assistant lists and notes at assistant.google.com/lists/mainview.

In terms of sheer wow factor, Google Assistant's ability to translate conversations between two languages is hard to top.

You simply ask Google to help you speak a particular language or to turn on interpreter mode, and it does the rest. It's not as fluid as actually speaking the other language since people need to pause between phrases to allow Google time to translate, but it's incredible to have this feature.

While interpreter mode supports many languages, there's still room to grow. This feature works on smartphones (48 languages) and smart speakers (32 languages).

Google Assistant can handle up to three actions in a single voice command. All you have to do is say "and" between each request. Saying "Hey Google, turn off the lamp and lock the door" is much faster than making separate requests like on Alexa.

Alexa routines can trigger based on a location. This helps control all kinds of devices and services, like starting a Spotify playlist when you get home from work. You can also get reminders about picking up tomatoes at your preferred grocery store.

You can add as many locations as you like by using the settings menu in the Alexa app. This is great for helping Alexa know where to jump into action when you want to do something.

Alexa recently gained the ability to adopt different vocal tones to match the emotions in news articles and user interactions. It can tell if you're happy or sad and reacts accordingly.

Our experience was a mixed bag. Alexa sounds more sympathetic than Google, but not as confident. Still, we suppose emotional sensitivity is better than the hasty confidence behind Google Assistant's voice.

Most popular music and video services work with both platforms, though there are some minor differences in the selection of brands. Honestly, if you prefer Amazon Music or YouTube Music, then you should choose the voice assistant that works with it.

While looking through Alexa's video skills, we didn't find native support for as many popular streaming services if you're using an Echo Show. It seems the best way to watch other services using Alexa is to get a Fire TV streaming device for your TV, which offers more streaming integrations than Google.

It took a few years, but Google Assistant finally supports Netflix on Google Nest Hub smart displays. Previously, it was only possible to stream Netflix on a Chromecast device.