https://www.cnet.com/news/amazon-smart-power-plug-switch-things-on-off-with-alexa-tech-update/

When you first fire up the smart plug, Alexa will ask you if you want to name it. You can then use your voice to say, for example, "call it the bedroom light." That's potentially convenient, but everybody in the house will have to remember what you've named everything.

Amazon's new plug joins a crowded market. But Amazon has good reason to be hopeful of success given how widespread its Alexa technology is already. The company's Echo smart speakers are particularly popular and designed to help control smart-home products.