I have a mixture of Alexa devices and Sonos devices as many people do. These various devices have a nasty habit of randomly responding to the Alexa wake word which causes confusion as often their replies are not hear and multiple commands end up being activated. The ability to change the wake word on Sonos devices would greatly improve the usability of the system. The ability to add a wake word should be added as a feature. For instance you might add ‘beam’ or ‘sonos’ as wake words. I am aware that not everyone is affected by this, but quite a few of your customers are in fact affected. I have a hard time believing that this would be a technically challenging improvement.