I have one of these that was included with something else I bought off Woot last year. It interacted directly with Alexa, no Philips hub needed. I could modify the brightness and color through the Alexa app and tell Alexa to turn it on/off.
The Alexa part lasted about 6 months and then they no longer talked to each other. It still works as a regular light bulb, just with none of the extra features. A rather pricey bulb.