Google Assistant vs. Amazon Alexa: Which is Best?

We scoured other reviews to cover their gaps. Our verdict: Google dominates visuals while Amazon’s audio excels.
Best virtual assistant
  • Icon Pros  Light
    Best smart displays
  • Icon Pros  Light
    Excellent video service selection
  • Icon Pros  Light
    Intuitive smart home controls
Best for smart homes
Amazon Echo Dot (4th Gen)
Amazon Alexa: Echo Dot
Starting from
$79
  • Icon Pros  Light
    Best smart speakers
  • Icon Pros  Light
    Excellent music service selection
  • Icon Pros  Light
    Best smart home compatibility

Prices are accurate as of post date. Read full disclaimer.

By a slim margin, Google Assistant wins as our top virtual-assistant pick. As much as Google Assistant and Amazon's Alexa try to differentiate themselves from their rivals, they're getting more similar with every update.

But each platform has its strengths. For a better virtual assistant and smart displays, we think Google's the one to beat, but Alexa dominates in terms of music quality and smart home prowess. Despite these strengths, the one you choose ultimately boils down to personal preference.

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Where should you start?

We suggest starting with a cheap smart speaker to decide if you like voice controls in the first place. At around $65 to $80 each, the Google Nest Mini and Echo Dot are excellent options for beginners. To learn more about other smart speakers from these companies, see our quick comparison table and individual brand reviews below.



Pros and cons

Google Home

Pro Heading
Pros
Pro Bullet Best smart displays
Pro Bullet Excellent video service selection
Pro Bullet Intuitive in-app smart home controls
Pro Bullet Google account integration
Pro Bullet Real-time language translation
Pro Bullet Multi-tasking
Con Heading
Cons
Con Bullet Fewer smart home options than Alexa
Con Bullet Simplistic smart home routines

Amazon Alexa

Pro Heading
Pros
Pro Bullet Best smart speakers
Pro Bullet Excellent music service selection
Pro Bullet Better smart home compatibility than Google
Pro Bullet Dynamic smart home routines
Pro Bullet Location triggers
Pro Bullet Dynamic voice tones
Con Heading
Cons
Con Bullet Limited support for video services
Con Bullet Clunky in-app smart home controls

Compare Google Home and Amazon Alexa devices

Type
Device
Best price
Speakers
Display
Learn more
Mini smart speaker
Google Nest Mini Smart SpeakerGoogle Nest Mini
40 mm driverN/A
Mini smart speaker
Amazon Echo Dot (4th Gen)Amazon Echo Dot
40 mm driver N/A
Smart speaker
Google Nest AudioGoogle Nest Audio
19 mm tweeter,
75 mm woofer
N/A
Smart speaker
Amazon Echo (4th gen)Amazon Echo
20 mm tweeters (2),
75 mm woofer
N/A
Smart display
Google Nest Hub MaxGoogle Nest Hub Max
18 mm tweeters (2),
75 mm woofer
10 in.
Smart display
Amazon Echo Show 10
25 mm tweeters (2),
75 mm woofer
10.1 in.

Price is accurate as of post date. Read full disclaimer.

Differences: Google Home vs. Amazon Alexa

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.

Best smart displays: Google Home

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.

Amazon Alexa smart display

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.
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Amazon’s pricing dominance

Amazon offers incredible discounts on its Echo devices on a near-monthly basis, while Google's sales are less frequent. This means you're more likely to score a deal on an Amazon Echo.

Best smart speakers: Amazon Alexa

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:

Google Home smart speakers

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.

Best smart home compatibility: Amazon Alexa

The first Echo device with Alexa voice services came out in the US in 2014—two full years before the Google Home speaker landed. Because of this head start, Alexa supports more smart home devices than Google. Still, most major smart home device makers like Philips Hue and Samsung SmartThings support both.

But Alexa has another advantage over Google: it can directly control Zigbee devices using the Echo, Echo Studio, and Echo Show 10. This compatibility makes Alexa a better choice overall if you want tons of smart home gear.

Google's not completely helpless with smart home integration: Google Nest Hub (2nd gen), Google Nest Hub Max, and Nest Wifi all have built-in Thread radios (which work similarly to Zigbee) that offer more growth in the future. But Google's not currently using this tech. We expect this to change once the industry-wide Matter smart home standard launches.

Best mobile app: Google Home

For times you don’t want a vocal reply or you want to manage settings, you’ll use the mobile app. We think Google Home’s app is superior since it grants you quick access to control your smart home devices.

It places all of your devices on the app's home screen so you can quickly navigate to the one you want to control. You can also create groups of devices specific to the rooms in your home to make it easier to turn off the lights.

Google Home app smart device list

Smart device list in the Google Home app
Screenshot: John Carlsen, SafeWise

Amazon Alexa app smart device list

Smart device list in the Amazon Alexa app

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.

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Advanced room planning

Every device that you assign to a room will react as part of that room. For example, if you have a smart plug and smart lights in the family room and tell the virtual assistant to turn off the family room, everything will turn off.

If you want the plug to stay on, you'll need to specify turning off the lights in that room or place the plug in a separate room altogether.

Best smart home routines: Amazon Alexa

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.
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Google Assistant reactions

While Google Assistant can't react to a door sensor in the same way as Alexa, it can alert you when a Google Nest video doorbell camera receives a visitor.

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:

Amazon Alexa new routine, step 1

Creating a new Alexa routine
Screenshot: John Carlsen, SafeWise

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.

Amazon Alexa new routine, step 2

Alexa routine triggers
Screenshot: John Carlsen, SafeWise

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Hunches

One recent Alexa feature, Hunches, even allows it to automatically turn off lights when it thinks everyone's asleep or out of the house.

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.

Google Assistant new routine, step 1

Google Assistant routine triggers
Screenshot: John Carlsen, SafeWise

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.

Best shopping list: Google Assistant

Google Assistant shopping list

Google Assistant shopping list
Screenshot: John Carlsen, SafeWise

Amazon Alexa shopping list

Amazon Alexa shopping list
Screenshot: John Carlsen, SafeWise

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.

Using Google Keep with Google Assistant

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.

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Google Assistant supports multiple notes and list apps

Aside from the Google Shopping List and Keep app, you can switch to a different provider like Any.do, AnyList, or Bring Shopping Lists. Just choose the Notes and lists option in the settings menu of the Google Home app.

Best real-time language translation: Google Assistant

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).

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Alexa Live Translation

Alexa recently introduced its own interpreter mode: Alexa Live Translation. It works similar to Google's, but currently supports only seven languages: English, French, German, Hindi, Italian, Portuguese (Brazilian), and Spanish.

Unique capabilities

Multitasking: Google Assistant

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.

Location triggers: Amazon 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.

Dynamic voice tones: Amazon Alexa

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.

Similarities: Google Assistant vs. Amazon Alexa

Google Assistant and Alexa are both great options for a voice assistant—especially for practical tasks like setting timers, smart home controls, listening to music, and checking the weather. Here are categories where they’re neck to neck.

Voice controls

Voice controls are the main selling point of virtual assistants like Amazon's Alexa, Samsung's Bixby, Google Assistant, and Apple's Siri. Entire swathes of the internet are abuzz about which system answers questions better and what skills they have.

Still, there's an unspoken dismissal of the core things most folks use virtual assistants for:

  • Timers, reminders, and alarms
  • News and weather
  • Smart home controls
  • Music

In practice, there's very little brand differentiation for the things you'll do most often with voice controls.

The only real difference is how voice search answers questions, with Alexa usually offering briefer answers and Google providing more detail. Even then, you'll likely get a satisfactory answer to most questions as long as you're not digging too deep into specifics.

For example, both Google Assistant and Alexa know who stole the most career bases in Major League Baseball (Rickey Henderson), but they can't tell you who did it in 2017 (Dee Gordon).

Why does this happen? It's because voice assistants have to choose one reply within a few seconds. That quick turnaround doesn't allow time to browse every single website on a topic, even with the processing powerhouse involved. In these cases, you're better off whipping out your smartphone to find the best information.

Still, expect this to change as voice assistants get smarter and faster. Who knows what they'll be capable of in five years?

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Skip the wake word

Both assistants can listen for a few seconds after your first voice command, so you don't get weary of repeating wake words. The feature is called Continued Conversation on Google and Follow-up Mode on Alexa. This is a convenient option and pretty much the only way to issue multiple commands to Alexa.

Timers, reminders, and alarms

You can ask Google and Alexa to set reminders, timers, and alarms quite easily:

  • "Remind me to pick up the dog from the groomer."
  • "Set a timer for 5 minutes."
  • "Set an alarm for 7:00 a.m."
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Location-based reminders

Both brands have location-based reminders where you can get a reminder upon arriving home, to work, or custom location. For example, if you ask for a reminder to get eggs at Woolies, the smart assistant will ask which store you want to use and give you a reminder on your smartphone when you get there.

Entertainment

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.

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Audiobooks

These voice assistants use different audiobook services: Audible for Alexa and Google Play Books for Google Assistant, and there really aren't any third-party alternatives.

Multiple accounts

Alexa and Google Home each support up to six user accounts, though Google handles its accounts much better than Alexa. For Google, you can add anyone to your home for free as long as they have a Google account. This includes supervised accounts that you create for children using Google Family Link.

For Amazon, you can add one other adult with an Amazon account to your Alexa household and up to four accounts for children.

To be fair, neither voice assistant requires more than one user account to start answering questions and controlling smart home devices. But you miss out on things like personalised reminders and access to your meticulously-curated Spotify playlists when you don't link multiple accounts.

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Voice match

Each person needs to set up a voice recognition profile for the best customisation options so the virtual assistant can provide personaliaed options.

Calls

You can make free phone calls using Alexa and Google Assistant to anyone in your contacts list, a business, or by speaking the phone number directly. Calling also works on smart speakers and displays using Drop In (Alexa) and Google Duo.

If you have a smart display with a camera, then Alexa uses Skype for video calls, while Google Duo is the equivalent on Nest Hub Max.

Intercoms

You can use smart speakers and displays as intercoms for Google and Alexa. The basic intercom command for both systems is "announce" or "broadcast," though Google has extra options like "shout" and "tell everyone." Now you can tell the kids to come down for dinner or let everyone know you're running late.

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Send a reply to intercom messages

To reply on Google Assistant, the fam can say "Reply" or "Send a reply," followed by your message. Unfortunately, Alexa doesn't support replies to general announcements, but you can use Drop In to establish an audio connection between two Alexa speakers, which works similarly.

Winner: Google Assistant

There are plenty of differences between Google Assistant and Alexa, but they ultimately achieve similar performance when it comes to tasks you'll use every day.

Still, Google Assistant's smart displays and access to Google's treasure trove of information make it a better digital assistant. But Amazon Alexa steals the spotlight on speaker quality and smart home integration.

If you're interested, we have a lot more to say about these companies. Check out our related articles below to explore what they can do and see our favourite devices for each.

How we decided: Google Home vs. Amazon Alexa

Before comparing Amazon Alexa and Google Assistant directly, we looked at over a dozen reviews covering this subject and asked what was missing.

We found plenty of articles that summarise what each platform can (or can't) do, but many skimmed over how well each does basic tasks. We also didn't see very much information about how these platforms leverage their smartphone apps. As a result, our review takes a different approach.

We tested over a dozen features to make sure they work using a Google Nest Hub and an Amazon Echo Show. We chose these two devices because they cover the gamut of what each brand can do. If you want to find out more about our review process, head over to our testing methodology.


Disclaimers

Product prices and availability are accurate as of the date/time of publish and are subject to change. Any price and availability information displayed on the retailer’s website at the time of purchase will apply to the purchase of this product. SafeWise Australia utilises paid affiliate links.

Certain content that appears on this site comes from Amazon. This content is provided "as is" and is subject to change or removal at any time.

John Carlsen
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John Carlsen

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