Amazon today announced that third-party developers will be able to make use of the Alexa assistant's voice recognition feature to personalize apps for its line of Echo speakers. The news builds on the company's announcement in October that Alexa can now identify individual users' voices to personalize responses. The Verge reports: Until today, that recognition feature only worked for Amazon-built services like shopping lists, flash briefing news updates, and Amazon Music, among other built-in skills. Starting some time in early 2018, however, developers will be able to tap into those voice-based profiles to make apps more personalized to various members of a household. This yet again puts Amazon ahead of rival Google in the smart home and digital assistant fields. In addition to announcing voice recognition for third-party apps, Amazon also revealed today at its re:Invent conference that it's bringing Alexa notifications on Echo speakers to a wider pool of developers starting today.