Apps & Consumer
Amazon brings Alexa+ to the web with new Alexa.com site
Amazon has launched Alexa.com, a new web interface for its Alexa+ AI assistant, aiming to expand its reach beyond Echo devices to compete with other AI chatbots.
On Monday, at the start of CES 2026 (the Consumer Electronics Show), Amazon announced the official launch of Alexa.com, a new website that brings its Alexa+ AI assistant to the web. The site allows Early Access customers to use the assistant online, similar to competing AI chatbots like ChatGPT and Google’s Gemini. While Amazon has a large footprint with over 600 million Echo devices sold worldwide, the company believes it needs to be everywhere—not just in the home—to remain competitive in AI. The expansion could also allow users without home devices to interact with Alexa+.
On the web interface, users can use Alexa+ for common tasks such as exploring complex topics, creating content, and making trip itineraries. Amazon aims to differentiate the assistant by focusing on family needs, allowing users to update calendars, build to-do lists, and save recipes. To support these tasks, Amazon has integrated several services with Alexa+. These integrations include:
- Angi
- Expedia
- Square
- Yelp
- Fodor’s
- OpenTable
- Suno
- Ticketmaster
- Thumbtack
- Uber
- Amazon Fresh
- Whole Foods
In an interview with TechCrunch, Daniel Rausch, VP of Alexa and Echo at Amazon, shared metrics on the assistant’s adoption. Rausch stated that tens of millions of consumers now have access to Alexa+, and ninety-seven percent of Alexa devices support the upgrade. According to Rausch, users are having two to three times more conversations with Alexa+ than with the original assistant. Specifically, shopping has increased three times, recipe usage has grown five times, and heavy smart home users are using the assistant 50% more for smart home control.
Rausch also highlighted the unique utility of the assistant, noting, “Seventy-six percent of what customers are using Alexa+ for no other AI can do.” He explained that customers count on Alexa to do unique things, such as sending a photograph of an old family recipe to Alexa and talking through it while cooking, substituting ingredients based on what is available around the home. He added that another 24% of usage involves tasks other AIs can perform, suggesting users may be shifting more of their AI activity to Amazon. Addressing online complaints regarding Alexa+‘s “misfires and mistakes,” Rausch characterized these reports as overrepresented online. He noted that the average rate of users opting out of the Alexa+ experience after trying it is in the low single digits, on average.
Why it matters
Amazon is expanding its AI assistant, Alexa+, to the web to compete with other AI chatbots and increase its utility beyond home devices, aiming to become a central hub for managing family life.