Amazon has announced the launch of Alexa.com, bringing its revamped AI-powered digital assistant, Alexa+, to the web as it seeks to expand the assistant’s reach beyond smart home devices.
The announcement was made on Monday at the start of the Consumer Electronics Show (CES) in Las Vegas. The new website is rolling out to Alexa+ Early Access users and allows customers to interact with the assistant online, similar to web-based AI chatbots such as OpenAI’s ChatGPT and Google’s Gemini.
Amazon said the move reflects its belief that Alexa must be accessible across multiple platforms to remain competitive, not only through Echo speakers and smart displays but also on mobile devices and the web. The company has sold more than 600 million Alexa-enabled devices globally, but the web expansion could eventually allow users to access Alexa+ even without owning a dedicated device.
As part of the rollout, Amazon is also redesigning its Alexa mobile app with a more chatbot-focused interface, placing conversational interactions at the center of the user experience while pushing other features into the background.
On Alexa.com, users can use Alexa+ for tasks such as researching topics, creating content, and planning trips. Amazon said it is positioning the assistant around family and household use cases, including smart home control, managing calendars and to-do lists, making reservations, adding groceries to Amazon Fresh or Whole Foods carts, saving recipes, and organizing entertainment plans.
The company has also expanded Alexa+’s third-party integrations, adding services such as Angi, Expedia, Square, and Yelp to an existing list that includes OpenTable, Ticketmaster, Uber, and Thumbtack. The website features a navigation sidebar that allows users to quickly access frequently used functions like thermostat controls, shopping lists, and calendars.
Amazon is encouraging users to share personal documents, emails, and calendar data with Alexa+ so the assistant can act as a centralized hub for managing household schedules and reminders. Unlike rivals such as Google, Amazon does not operate a full productivity suite and instead relies on file uploads and forwarded information, which can now be managed via Alexa.com and displayed on Echo Show devices.
Daniel Rausch, Amazon’s vice president of Alexa and Echo, said the assistant is increasingly being used for tasks that other AI systems do not support. “Seventy-six percent of what customers are using Alexa+ for no other AI can do,” he said, adding that users are also shifting some general AI use toward Alexa+.
According to Amazon, more than 10 million users currently have access to Alexa+, and engagement has increased significantly compared with the original assistant. Rausch said users are having two to three times more conversations, shopping three times more, and using recipe features five times more than before.
While Alexa+ has faced criticism online over errors and misfires, Amazon said opt-out rates remain very low. The company added that 97% of Alexa devices already support Alexa+, and all existing Alexa capabilities and integrations are carried over into the upgraded experience.
Alexa.com is currently available only to Early Access users signed in with an Amazon account, with broader availability expected as the rollout continues.
