To compete with web-based AI chatbots like ChatGPT and Gemini, Amazon has launched a browser version of its upgraded AI assistant, Alexa+, at the new site Alexa.com. The rollout began on January 5, 2026, during CES in Las Vegas, and is initially available to Alexa+ Early Access customers who log in with their Amazon account.
Alexa+ is Amazon’s generative AI-powered overhaul of the classic Alexa voice assistant, first introduced in February 2025. It offers smarter, more conversational responses and can handle complex tasks like creating meal plans, booking reservations, controlling smart home devices, and managing family calendars. With over 600 million Alexa-enabled devices sold worldwide, Amazon aims to make Alexa+ accessible everywhere—not just on Echo speakers, but also on phones and now desktops.
The web experience at Alexa.com lets users chat via text, upload documents, continue conversations across devices, and perform actions like adding items to Amazon shopping carts or planning trips. Amazon emphasizes family-focused features, such as customizing recipes for dietary needs, generating school lunch ideas, or organizing group activities. VP of Alexa and Echo, Daniel Rausch, noted that 76% of Alexa+ usage involves unique tasks other AIs can’t match, like seamless smart home integration.
Alongside the web launch, Amazon revamped the Alexa mobile app with a more “agent-forward” design, prioritizing chat and personalized suggestions. This creates a consistent experience: Start a chat on your Echo, continue on your phone, and finish on your computer, Alexa+ remembers the context.
Access requires an Alexa+ Early Access subscription (users can join a waitlist or buy compatible devices to prioritize). Amazon has scaled Alexa+ to tens of millions of users since launch, seeing doubled conversations, tripled purchases, and five times more recipe requests.
From a tech view, this puts Alexa+ in direct competition with browser-native AIs while leveraging Amazon’s ecosystem strengths (shopping, smart home, Prime integration). It addresses past criticisms that Alexa lagged in generative AI, making it more versatile without needing hardware.
Note on the domain: Amazon acquired Alexa.com (previously an old web ranking site shut down in 2022) to repurpose it for this AI hub.
As AI assistants go multi-platform, this could boost adoption for non-device owners. If you’re in Early Access, head to Alexa.com to try it, otherwise, watch for wider rollout in 2026. This step helps Amazon catch up in the consumer AI race.
