Amazon has launched Alexa.com, bringing its AI-powered digital assistant overhaul, Alexa+, to the web. The company announced the website on Monday at the start of the Consumer Electronics Show in Las Vegas. It is now rolling out to all Alexa+ Early Access customers. Users can access Alexa+ on the site in a manner similar to ChatGPT or Google’s Gemini.
Amazon has sold over 600 million Alexa-powered devices worldwide, including Echo smart speakers and screens. The company seeks to position its assistant across homes, phones, and the web for competitiveness. This expansion allows interaction with Alexa+ without owning a device.
Amazon updated its Alexa mobile app to prioritize a chatbot-style interface on the homepage. Previously available chat functionality now takes center stage, with other features secondary.
On Alexa.com, customers use Alexa+ for tasks like exploring complex topics, creating content, and planning trip itineraries. Amazon differentiates Alexa+ by targeting family needs. It controls smart devices as before, plus updates family calendars or to-do lists, makes dinner reservations, adds items to Amazon Fresh or Whole Foods carts, finds and saves recipes, and suggests personalized movie-night recommendations.
New service integrations include Angi, Expedia, Square, and Yelp. These join existing partners such as Fodor’s, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber.
The website includes a navigation sidebar for quick access to frequent tasks, including setting thermostats, checking calendars for appointments, and reviewing shopping lists.
Amazon encourages sharing personal documents, emails, and calendar access with Alexa+. This positions the AI as a household hub for schedules like kids’ school holidays, soccer games, doctors’ appointments, dog rabies shots, and neighbor events. Lacking its own productivity suite, Amazon uses tools for forwarding and uploading files to Alexa+. These features appear on Alexa.com, with shared information displayed and managed on Echo Show screens.
“Seventy-six percent of what customers are using Alexa+ for that no other AI can do,” said Daniel Rausch, VP of Alexa and Echo at Amazon, in an interview with TechCrunch. “And I think that’s a really interesting statistic about Alexa+ for two reasons.” He added, “One, because customers count on Alexa to do unique things. You know, you can send a photograph of an old family recipe to Alexa and then talk through the recipe as you’re cooking it in your kitchen, substitute ingredients for what you have around the home, and get the job all the way done.” Rausch noted that 24 percent of usage covers tasks other AIs handle, suggesting a shift toward Alexa+.
Alexa.com launches initially for Early Access customers signing in with Amazon accounts. Amazon began Early Access rollout for Alexa+ early last year. Over 10 million consumers now access it. They engage in two to three times more conversations than with the original Alexa.
Specific usage increases include shopping three times more and using recipes five times more with Alexa+. Heavy smart-home users control devices 50 percent more compared to the original Alexa.
Online forums and social media report complaints about Alexa+ errors. Rausch stated opt-out rates after trials remain in the low single digits, or “effectively … almost none.” He added, “Ninety-seven percent of Alexa devices support Alexa+, and we see now in adoption from customers that they’re using Alexa across all those many years and many generations of devices.” Alexa+ retains all original capabilities and supports tens of thousands of prior services and devices.
The launch aligns with Amazon’s strategy to extend Alexa+ beyond devices. Alexa.com provides web-based access, enhancing reach. Early Access customers log in via Amazon accounts to use it immediately.
Mobile app changes emphasize agent interactions. The homepage chatbot interface streamlines conversations, de-emphasizing other app sections.
Family-oriented features address daily coordination. Calendar updates cover school and sports schedules. Reservation tools link to partners like OpenTable. Grocery additions target Amazon Fresh and Whole Foods. Recipe libraries store finds for repeated use. Movie recommendations personalize based on family preferences.
Service expansions broaden utility. Angi aids home services, Expedia handles travel, Square processes payments, and Yelp offers reviews. Legacy integrations ensure continuity.
Sidebar navigation speeds routine checks. Thermostat adjustments, appointment views, and list reviews appear prominently.
Personal data sharing builds context. Users forward emails on veterinary visits or upload documents for reminders. Echo Show integration visualizes data for family review and edits.
Rausch highlighted unique tasks in 76 percent of interactions. Recipe photo analysis exemplifies this, enabling kitchen walkthroughs with substitutions. Overlap in 24 percent indicates growing preference.
Access metrics show momentum. Ten million users average 2-3 times longer sessions. Shopping triples, recipes quintuple, smart-home controls rise 50 percent for power users.
Despite vocal issues, retention holds. Low opt-outs reflect satisfaction. Device compatibility covers 97 percent, spanning generations. Full backward compatibility preserves ecosystem.
Alexa+ maintains foundational skills while adding AI depth. Web presence via Alexa.com completes multi-platform availability.
