I stayed up until 4:30 am trying to figure out how to work this new lightbulb with my new Echo Dot 3. First, you have to ignore the directions that came with the bulb. They were useless and misleading and one of the reasons I've been up half the night. No, you do not need a pricey Hue hub. You don't need the google playstore or the Apple store to download an app. You don't need to select "Hue" from the Alexa Skills menu and you don't need to sign up for a Hue account.
All you do is set up your Echo Dot if not already done. You should probably wait while it connects to your other devices. Then screw in the lightbulb and turn on the lamp/light fixture. At this point, Alexa should say new light found, but it didn't. I had to say "Alexa discover devices" Alexa named the device "First Light" Then I was able to say turn on first light, turn off first light, dim first light. There is a video on this page that tells you the exact same thing. This is the video to follow. I just wish there had been directions with this lightbulb that said how to hook it up with an Alexa device and I hadn't wasted hours of my time.