As per Alexa Functional Guide https://developer.amazon.com/public/solutions/alexa/alexa-voice-service/content/alexa-voice-service-functional-design-guide, third party hardware MUST have a button or GUI element to start an Alexa interaction (1.3). It MIGHT be activated by a wake word too (2). That wake word MUST be "Alexa" (2.1)
this is the only way Amazon can stay visible so they are unlikely to change unfortunately until other assistance catch up and start offering it first
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