Amazon has officially expanded its AI assistant to the web, introducing Alexa+ on Alexa.com, a move that allows users to interact with the service directly through a browser. The rollout, which began at the Consumer Electronics Show (CES) in Las Vegas for Early Access users, positions Alexa+ as a more versatile AI assistant, competing with web-based AI platforms like ChatGPT and Google’s Gemini while expanding beyond Amazon’s traditional device ecosystem. This launch makes it possible for users to access Alexa+ anywhere, whether at home, on a laptop, or even on a mobile device.
Alexa’s presence was previously tied primarily to smart speakers and screens, such as the Echo and Echo Show, which have sold over 600 million units worldwide. While these devices established Alexa as a household staple, Amazon realized that limiting the assistant to physical hardware would restrict its growth in the competitive AI landscape. With Alexa.com, users can now engage with Alexa+ online, eliminating the need for an Echo device while maintaining the same AI-powered functionality and personalized experience.
The web-based platform supports a wide array of tasks, from researching complex topics and generating content to planning trips and managing everyday schedules. Amazon aims to make Alexa+ family-focused, offering features that help manage calendars, track to-do lists, plan meals, place grocery orders via Amazon Fresh or Whole Foods, control smart home devices, and even organize movie nights. Integration with third-party services such as Expedia, Angi, Yelp, OpenTable, and Ticketmaster further expands the assistant’s practical use, combining AI convenience with real-world utility.
Beyond household management, Alexa+ functions as a central hub for personal data, helping families monitor appointments, school schedules, healthcare reminders, and pet care routines. Users can upload documents, emails, and other relevant files, which Alexa+ can reference and display across the web interface or Echo devices. Daniel Rausch, VP of Alexa and Echo at Amazon, notes that 76% of Alexa+ interactions involve tasks no other AI can replicate, emphasizing the assistant’s unique ability to merge AI intelligence with practical, everyday household needs.
The launch also coincides with a significant update to the Alexa mobile app, which now features a more “agent-forward” design. This change emphasizes a chatbot-style interface, enabling users to focus on conversation with Alexa+, while other functions, such as device control, remain accessible but less prominent. Early feedback suggests that Alexa+ users are interacting with the assistant two to three times more frequently than with the original Alexa, with particularly strong engagement in shopping, smart home management, and recipe usage.
Currently, access to Alexa.com is limited to Early Access customers who log in with an Amazon account, though Amazon plans to expand availability over time. The company has reassured users that Alexa+ retains compatibility with the full range of original Alexa features and connected devices, providing continuity for longtime users while offering enhanced AI capabilities.
By bringing Alexa+ to the web, Amazon is removing hardware barriers, expanding accessibility, and redefining how families engage with AI. The launch demonstrates the company’s commitment to transforming Alexa+ from a traditional smart home assistant into a versatile, cross-platform AI capable of managing daily life, delivering personalized experiences, and integrating seamlessly into the routines of modern households. With Alexa.com, Amazon is not only enhancing the assistant’s reach but also positioning it as a central hub for productivity, information, and smart home management in a connected world.
