Alexa routines - 2 TVs in 2 different rooms

[clockworks]

I've got Echo devices in most rooms, running smart lights, smart plugs, and a Shelly relay.

It all works well, as long as I say the right thing.

The lounge TV/AV power is switched on by a Shelly relay, along with dimming the lights, etc, using a routine. The TV, network players, AV amp etc. are actually controlled by a Harmony remote.

I've just added a Switchbot Hub2 to the kitchen. It has an IR blasters, and I've set this up to control the kitchen TV and amplifier using Alexa. Works well, as long as I have routines using the names "kitchen TV" as trigger words.
If I just say "TV on" in the kitchen, the TV in the lounge switches on.

What I want to do is only have Alexa control devices or run routines that are in the same group as the Echo device that hears the command.

Same with smart lights, I'd like to say "lights on", and only lights in the same room as the Echo come on.
For some reason, if I say "lamp on" in the lounge or main bedroom, only the lights in that room respond. If I say "lights on" in the bedroom, the lounge lights come on!