At CES in Las Vegas, Amazon officially launched Alexa.com, a new browser-based interface for its AI-powered digital assistant, now rebranded as Alexa+. The rollout begins immediately for all Alexa+ Early Access customers, a group that already exceeds 10 million users. By bringing Alexa+ to the web, Amazon positions itself to compete directly with standalone chatbots like ChatGPT and Google Gemini, offering customers the ability to explore complex topics, create content, plan trip itineraries, and control smart-home devices through a “chat-first” interface. The web platform mirrors capabilities on Echo devices and the updated mobile app, which now features an agent-forward homepage. Amazon reports that Alexa+ users engage in two to three times more conversations than with the original assistant, shop three times more, use recipe features five times more, and heavy smart-home customers have increased routine device control by 50%.

Amazon aims to make Alexa+ indispensable to families by integrating home-management and productivity functions unavailable on other AI assistants. Alexa.com offers quick access via a sidebar to tasks such as setting thermostats, checking shared calendars, updating to-do lists, and managing shopping lists that sync with Amazon Fresh and Whole Foods carts. Voice-activated cooking assistance now ties into a saved recipe library, while personalized movie-night suggestions leverage viewing histories. Amazon has already integrated Angi, Expedia, Square, and Yelp into Alexa+, supplementing existing partnerships with OpenTable, Ticketmaster, Thumbtack, and Uber. Future enhancements include secure document and email uploads for centralized household management—covering everything from school calendars to medical appointments—displayable on Echo Show screens. With 97% of Alexa devices compatible with Alexa+, ongoing support for tens of thousands of existing services and devices ensures continuity for current customers while broadening appeal to new web-only users.