When Amazon first introduced Alexa more than a decade ago, it changed how millions of people interacted with technology in their homes. What began as a voice-activated helper that could play music, set timers, and control smart lights has steadily evolved into something far more ambitious. In February 2025, Amazon unveiled Alexa+, the next generation of its virtual assistant powered by generative artificial intelligence. This wasn’t just another incremental upgrade — it was a strategic pivot toward a more conversational, context-aware, intelligent assistant capable of doing real work for users, from organizing calendars to planning travel and even managing elements of daily life.
For years, Amazon’s Alexa thrived primarily on smart speakers and connected devices like Echo and Fire TV. But as conversational AI models such as OpenAI’s ChatGPT and Google’s Gemini reshaped expectations around intelligent assistants, the limitations of device-centric AI became clear. ChatGPT and its peers were available through web browsers, could handle complex questions, generate creative content, and act more like digital collaborators than simple command responders. Recognizing this shift, Amazon made a bold announcement at CES 2026 in Las Vegas: Alexa+ is now coming to the web via a dedicated site, Alexa.com, enabling users to access the assistant directly through a browser just like ChatGPT or Gemini.
The launch of Alexa.com marks a transformative moment for Amazon’s AI strategy. Instead of restricting its capabilities to voice-enabled devices, Amazon is now positioning Alexa+ as a multi-platform assistant that lives on desktops, phones, and tablets. Early Access users can log into Alexa.com to have natural language conversations, get quick answers, explore complex topics, create content, plan itineraries, and even manage household tasks like calendars and smart home controls without needing an Echo nearby.
Amazon’s vision for Alexa+ goes beyond chat. The assistant is designed to take action — automating daily tasks, managing to-dos, and integrating deeply with services across the Amazon ecosystem. For example, Alexa+ can help with meal planning, grocery lists, and reservations, and maintain context across sessions and devices, so conversations don’t end when you switch from a phone to a browser.
This move places Alexa+ in direct competition with generative AI leaders. ChatGPT and Gemini set the bar for accessible, versatile AI assistants that users can interact with via text or voice from anywhere. By bringing Alexa+ to the web, Amazon is stepping into that arena with decades of voice-assistant experience and a massive installed base — over 600 million Alexa-enabled devices worldwide — that it hopes will give it an edge.
The rollout is still in its early stages, with web access currently available to Early Access subscribers. Amazon has indicated that after this testing period, Prime members may enjoy Alexa+ at no additional cost, while non-Prime users might pay a subscription fee.
Critics and insiders have pointed out that Alexa+ is not yet on equal footing with mature AI chatbots in areas like deep research, coding help, or advanced reasoning. Internal testers have even reported mixed experiences during beta trials, highlighting challenges that Amazon will need to address as it refines the assistant’s capabilities.
Still, the web launch of Alexa+ signals Amazon’s intent to be a major player in the future of generative AI. By unshackling Alexa from hardware and embedding it into the everyday digital lives of users, Amazon isn’t just updating a product — it’s redefining what its AI can do and how people will interact with it. Whether Alexa+ ultimately dethrones ChatGPT or Gemini is still to be seen, but this development clearly reshapes the competitive landscape and brings one of the world’s largest tech companies firmly into the AI chatbot era.
Reviewed by Aparna Decors
on
January 07, 2026
Rating:
