Prime Highlight:
- Amazon has launched com, making its upgraded AI assistant, Alexa+, available on the web for the first time.
- The move expands Alexa+ beyond smart speakers, positioning it as a family-focused assistantacross phones, browsers, and homes.
Key Facts:
- Alexa+ now supports research, content creation, trip planning, smart device control, and shopping, with integrations from partners like Expedia, Square, and Yelp.
- Users interact two to three times more with Alexa+ than the original assistant, while shopping and recipe usage through the service have tripled and increased fivefold, respectively.
Background:
Amazon announced the launch of Alexa.com, bringing its upgraded AI assistant, Alexa+, to the web for the first time. The announcement was made at the start of CES 2026 in Las Vegas. The new site will initially be available to Alexa+ Early Access users who sign in with their Amazon accounts.
With this move, Amazon plans to bring Alexa to devices beyond smart speakers and screens. While the company has sold more than 600 million Alexa-enabled devices worldwide, it believes that to compete with AI chatbots like ChatGPT and Gemini, Alexa+ must work across phones, browsers, and homes.
The company is also updating its Alexa mobile app. The app now opens with a chatbot-style interface, placing conversations at the centre of the experience while moving other features into the background.
On Alexa.com, users can ask Alexa+ to research topics, create content, or plan trips. Amazon is, however, positioning Alexa+ mainly as a family assistant. The service can manage calendars and to-do lists, control smart devices, make dinner bookings, add groceries to Amazon Fresh or Whole Foods carts, save recipes, and suggest movies for family nights.
Amazon has expanded Alexa+ integrations with partners such as Angi, Expedia, Square, and Yelp. These join existing services like OpenTable, Ticketmaster, Uber, and Thumbtack.
The website includes a navigation panel that gives quick access to key features such as thermostats, shopping lists, and calendars. Amazon is also encouraging users to upload documents, emails, and schedules so Alexa+ can act as a home information hub.
Daniel Rausch, Amazon’s vice-president for Alexa and Echo, said users now have two to three times more conversations with Alexa+ than with the original assistant. He added that shopping through Alexa has tripled, and recipe use has increased fivefold.
Amazon said most Alexa devices now support Alexa+, and customer opt-out rates remain very low despite some online criticism.
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