Amazon just took a decisive step in the AI race by bringing Alexa+—its upgraded, AI‑powered digital assistant—to the web through Alexa.com, giving users browser‑based access for the first time. This shift marks a strategic move to meet consumers wherever they are and compete more directly with AI leaders like ChatGPT and Google Gemini. Early Access users can log in today, with broader availability planned for Prime members and paid subscribers. [technewsworld.com]
With more than 600 million Alexa‑enabled devices already in homes worldwide, Amazon knows its next chapter requires expanding beyond hardware. Now, Alexa+ users can explore complex topics, create content, plan trips, manage tasks, and control smart home devices directly through the web—mirroring the versatility of leading AI chatbots but with deeper integration into everyday life. [technewsworld.com]
This browser-based experience also aligns Alexa+ more closely with competitor tools that are already widely used online. Analysts note the move “broadens the platform reach of Alexa” and positions Amazon to better compete with OpenAI and Google’s rapidly evolving ecosystems. TechCrunch further highlights Amazon’s push to make Alexa+ accessible “everywhere—not just in the home, but also on the phone and on the web,” reinforcing the brand’s commitment to meeting users across devices and contexts. [technewsworld.com] [techcrunch.com]
For families and shoppers, Alexa+ on the web unlocks even more value: personalized recommendations, integrated calendars and to‑dos, recipe planning, and even action-taking capabilities like reservations and smart home adjustments—bringing Amazon’s vision of a truly agentic assistant to life. [techcrunch.com]
As AI competition accelerates, Amazon’s expansion signals one thing clearly: the battle for everyday relevance isn’t just about smarter models—it’s about smarter accessibility.