Amazon officially brought its AI-powered assistant, Alexa+, to the web this Monday at CES 2026 in Las Vegas. The launch of Alexa.com marks a strategic shift for the company, moving its advanced digital assistant beyond hardware devices and into a browser-based interface, directly competing with platforms like ChatGPT and Google Gemini.
Expanding Beyond the Smart Home
With over 600 million Alexa-powered devices sold globally, Amazon is looking to solidify its AI presence everywhere—phones, homes, and now the web. This expansion allows users to access Alexa+ without needing a dedicated Echo device. Alongside the website launch, Amazon is updating its mobile app to prioritize an “agent-forward” experience, shifting the focus from traditional voice commands to a conversational chatbot interface.
What You Can Do on Alexa.com
The new web platform is designed to handle complex tasks, such as content creation and itinerary planning. However, Amazon is betting on its unique strength: household management. Users can leverage Alexa+ for:
- Managing family calendars and to-do lists.
- Synchronizing groceries with Amazon Fresh or Whole Foods.
- Planning personalized family events, such as movie nights.
- Controlling smart home devices directly from the browser.
Integrating Third-Party Services
Amazon is rapidly expanding the ecosystem around Alexa+. New integrations include Angi, Expedia, Square, and Yelp. These join an existing library of services such as Fodor’s, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber, creating a more robust “hub” for daily life management.
The Challenge of Personal Data
Unlike Google, Amazon lacks a native productivity suite, forcing it to rely on user-uploaded files and document forwarding to help the AI manage personal schedules. This could become a critical selling point if users trust the platform to organize sensitive data, such as medical appointments or school schedules. The information synced via the web can also be mirrored across Echo Show screens.
Adoption and Performance Metrics
Daniel Rausch, VP of Alexa and Echo at Amazon, reports that tens of millions of users are already interacting with Alexa+. According to Rausch, engagement is significantly higher with the new AI: shoppers are buying three times more, recipe usage has quintupled, and smart home control is up 50% compared to the original Alexa.
While some social media users have voiced concerns regarding AI errors, Rausch maintains that churn rates remain in the “low single digits.” Currently, Alexa.com is rolling out to Early Access customers, with 97% of existing Alexa devices already supporting the new AI+ capabilities.