Amazon is finally letting Alexa roam free.
At CES in Las Vegas, the company unveiled Alexa.com, a new website that brings its revamped AI assistant, Alexa+, directly to the web. For the first time, users can interact with Alexa in a browser—no Echo speaker or smart display required—marking a significant shift in how Amazon wants its assistant to be used.
The move signals a clear message: if Alexa is going to compete with modern AI chatbots, it can’t stay confined to kitchen counters and living rooms.
From voice assistant to everyday AI
Alexa has long been one of the most widely deployed AI assistants on the planet, thanks to Amazon’s massive Echo lineup. More than 600 million Alexa-enabled devices have been sold worldwide. But despite that scale, Alexa has struggled to keep pace with fast-moving, text-based AI tools that live on the web.
Alexa.com is Amazon’s answer.
The site gives Early Access users a chatbot-style interface where Alexa+ can handle tasks like researching topics, creating content, planning trips, and answering follow-up questions—similar on the surface to tools like ChatGPT or Google Gemini.
Where Amazon hopes to stand apart is in what Alexa does next.
Designed for families, not just prompts
Rather than chasing abstract productivity use cases, Amazon is positioning Alexa+ as a household manager. On Alexa.com, users can update shared calendars, manage to-do lists, control smart home devices, add groceries to Amazon Fresh or Whole Foods carts, make dinner reservations, and save recipes for later.
It’s less “write me a poem” and more “help me get through the week.”
That family-first focus extends to entertainment planning, reminders for appointments, and coordinating schedules—areas where Amazon believes Alexa already has an edge thanks to years of smart home integration.
A growing ecosystem of partners
To make Alexa more useful outside the home, Amazon is expanding its network of third-party services. New integrations include Angi, Expedia, Square, and Yelp, joining existing partners such as OpenTable, Uber, Ticketmaster, and Thumbtack.
The idea is to let users move seamlessly from planning to action—booking services, ordering food, or arranging travel—without leaving the conversation.
Early numbers, big claims
According to Amazon, more than 10 million people now have access to Alexa+ through its Early Access program. Those users are reportedly having two to three times more conversations with Alexa than before, shopping more frequently, and using recipe features at much higher rates.
Daniel Rausch, Amazon’s VP of Alexa and Echo, says most Alexa+ usage today involves tasks other AI assistants can’t handle—particularly those tied to smart devices and household coordination (TechCrunch, 2026).
Still, Amazon faces skepticism. Online forums and social media posts have highlighted Alexa+ errors and awkward responses. Rausch argues those complaints are overstated, pointing to low opt-out rates among users who try the new experience.
The trust challenge
One of Alexa.com’s most ambitious features is document and email sharing. Users can upload files or forward information so Alexa+ can track schedules, appointments, and household details—data that can also appear on Echo Show displays.
That capability could make Alexa indispensable for families. It could also make users uneasy. Unlike Google, Amazon doesn’t operate a full productivity suite, meaning it must persuade users to actively hand over personal information.
Why this matters
Alexa.com isn’t just a new interface—it’s a strategic reset. Amazon is betting that the future of AI assistants isn’t about being the smartest chatbot, but the most useful one.
If Alexa can successfully bridge the gap between conversational AI and real-world tasks, Amazon may have finally found a way to make Alexa relevant again in an AI landscape dominated by web-first tools.
Conclusion
By bringing Alexa+ to the web, Amazon is repositioning its assistant as a daily utility—not a novelty. Whether users trust Alexa with their lives outside the home will determine if this gamble pays off.