The pairing is a match made in heaven. Uber wants as many passengers as possible, so it makes sense for the company to integrate with hardware that will encourage extra users and rides. For Amazon, it's all about making Alexa a more natural and intelligent assistant. There are plenty of occasions when you need to order a taxi (or similar) in a hurry, or just don't fancy pulling out your smartphone and launching the app. Of course, you'll need to set up your Uber account first through the Alexa app, but once that's all sorted the voice commands should become second nature.