Amazon launches a browser-based version of Alexa+, expanding access to its AI assistant and intensifying competition with ChatGPT and rivals.
Amazon on Monday introduced a browser-based version of its revamped artificial intelligence assistant, Alexa+, allowing some users to interact with the service directly through a website—a move that places the company in more direct competition with web-first chatbots such as OpenAI’s ChatGPT.
The new service, available at Alexa.com, is limited to users enrolled in Alexa+, which debuted last February and remains in early access. Customers must either join a waitlist or own select newer devices to gain entry.
Amazon said users can use the website to ask questions, explore complex topics, create content, plan travel itineraries and get homework assistance. The browser-based interface also allows users to manage smart home devices within the chat window, extending Alexa’s role beyond voice-driven interactions.
By introducing a web version of Alexa+, Amazon is seeking to ensure that its assistant is accessible across multiple interfaces, reflecting broader shifts in how consumers engage with generative AI. Until now, Alexa+ had been available only through a mobile app and a limited number of Echo devices.
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The move aligns Amazon more closely with popular AI assistants from companies such as Google, Anthropic and Perplexity AI, which are frequently accessed through web browsers.
Amazon has faced increasing pressure to modernize Alexa for the generative AI era following the rapid adoption of conversational systems like ChatGPT and Google’s Gemini. The company has said tens of millions of users now have access to Alexa+ as the service continues its gradual rollout.
Amazon previewed the Alexa.com website when it first unveiled Alexa+ last year and later indicated that early access users would be able to use the feature this summer. Monday’s launch marks a significant step in that expansion, signaling Amazon’s intent to position Alexa as a cross-platform AI assistant rather than one confined to smart speakers.
