Amazon adds four new integrations to Alexa+

Amazon announced on Thursday that it is expanding Alexa+, its AI-powered digital assistant, by adding four new integrations to the service. These new integrations will allow the assistant to work with Angi, Expedia, Square, and Yelp. According to the company, these integrations are scheduled to become functional starting in 2026, allowing users to perform tasks like booking hotels, getting quotes for home services, and scheduling salon appointments through conversational commands.

The four new integration partners are:

• Angi: A home services platform that will allow users to request service quotes.
• Expedia: A travel booking platform that will enable users to compare, book, and manage hotel reservations.
• Square: A payment and business services platform that will allow users to schedule appointments.
• Yelp: A business review and services platform that will help users find and interact with local businesses.

These four new services will join an existing ecosystem of partners that Amazon has already integrated into Alexa+. The current list of partners includes Fodor’s, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber. For example, users can already ask the assistant to call an Uber or book a table through OpenTable. In evaluating early adoption of these existing integrations, Amazon has attributed strong engagement to home and personal service providers, specifically noting that platforms like Thumbtack and Vagaro have seen strong engagement from users so far.

This strategy mirrors how ChatGPT has integrated apps into its chatbot, reflecting an industry-wide effort to position AI assistants as functional app platforms. Users can engage in back-and-forth natural language conversations with Alexa+ to refine their requests as they go. For instance, a user might ask the assistant, “Can you find me pet-friendly hotels for this weekend in Chicago?” to get personalized recommendations based on their preferences.

However, whether consumers will widely adopt this conversational model remains to be seen, as many are used to engaging with online services through the web or mobile apps. For this shift to succeed, using apps via AI will need to be seen as being as easy, if not easier, than the existing model of using traditional websites or mobile apps.

Why it matters

Amazon is evolving Alexa+ into a broader app platform, testing whether users will shift from traditional mobile apps to conversational AI for booking services and managing tasks.