Amazon has launched Alexa.com, which allows users to access its upgraded AI assistant directly from a browser. The rollout has started for Alexa+ Early Access users and was announced at the beginning of CES in Las Vegas.
Until now, Alexa was mainly tied to Echo speakers, smart displays, and the mobile app. With more than 600 million Alexa-enabled devices sold worldwide, Amazon already has a strong presence in homes. However, the company believes that to stay competitive in the AI space, Alexa needs to be available everywhere. This includes phones and now the web. Over time, this move could also allow people to use Alexa+ even if they do not own an Echo device.
On Alexa.com, users can interact with Alexa+ much like they would with other AI chatbots like ChatGPT and Gemini. It can help with researching complex topics, writing content, and planning trips. Amazon is clearly positioning Alexa+ differently. Instead of focusing only on general questions, the company is leaning heavily into family and home use cases.
Alexa+ on the web can manage smart home devices, update family calendars, maintain to-do lists, and help with daily routines. It can also make dinner reservations, add groceries to Amazon Fresh or Whole Foods carts, suggest recipes, save them for later, and even plan a family movie night with personalized recommendations.
To support these features, Amazon has been expanding Alexa+ integrations. New services like Angi, Expedia, Square, and Yelp are joining existing partners such as OpenTable, Ticketmaster, Uber, and Thumbtack. These integrations aim to make Alexa+ more useful for real-world tasks rather than just conversations.
The Alexa.com interface includes a sidebar that gives quick access to commonly used features. Users can easily return to tasks like adjusting the thermostat, checking upcoming appointments, or reviewing shopping lists. The experience is designed to feel continuous across devices, whether you are on the web, mobile app, or an Echo Show.
Alongside the web launch, Amazon is also updating the Alexa mobile app. The app now puts a chatbot-style interface front and center. While Alexa already supported chat interactions before, the new design makes conversations the main focus, with other features moved into the background.
Amazon is also encouraging users to share personal documents, emails, and calendar access with Alexa+. The goal is to turn Alexa into a central hub for managing family life. This could include tracking school holidays, sports schedules, doctor visits, and even reminders for things like pet vaccinations or neighborhood events.
This approach comes with challenges. Unlike Google, Amazon does not have its own productivity suite filled with user data. To bridge this gap, Alexa+ allows users to upload and forward files so the assistant can keep track of important information. These details can also appear on Echo Show displays, where they can be viewed and managed easily.
According to Daniel Rausch, Vice President of Alexa and Echo at Amazon, many users rely on Alexa+ for tasks that other AI assistants cannot handle. He says a large share of usage involves unique, hands-on experiences, such as sharing photos of family recipes and getting step-by-step cooking help with ingredient substitutions.
At the same time, a portion of users are using Alexa+ for more general AI tasks, which suggests they may be shifting their overall AI usage toward Amazon’s assistant. Rausch also claims that engagement has increased significantly. Users are having more conversations, shopping more frequently, and using features like recipes and smart home controls far more than before.
Despite these claims, Alexa+ has faced criticism for errors and inconsistent performance. Amazon believes these complaints do not reflect the broader user base. Rausch says very few users opt out after trying Alexa+, and most supported Alexa devices are now compatible with the new experience.
