Amazon has expanded the reach of its new AI-powered Alexa+ chatbot by officially launching a dedicated web platform at Alexa.com.
Early Access users can now sign in using their Amazon account to access the upgraded assistant online, marking a major step in Amazon’s AI strategy as it competes with platforms like ChatGPT and Google Gemini.
According to Amazon, more than 10 million users are already engaging with Alexa+, the next-generation evolution of its long-running Alexa assistant. The company says users are interacting three times more frequently with Alexa+ compared to the original version, reflecting stronger engagement driven by conversational AI enhancements. Amazon also revealed that Alexa+ is now available on 97% of Alexa-supported devices, reinforcing its deep integration across smart speakers, displays, and household gadgets.
The new web-based Alexa+ experience mirrors other AI chatbots, offering a full conversational interface where users can ask questions, receive assistance, and perform tasks directly from their browser. Meanwhile, the Alexa mobile app is receiving a major design overhaul featuring a more “agent-forward” interface, positioning Alexa+ as an intelligent personal assistant for everyday use.
Beyond general conversation and productivity tasks, Alexa+ introduces deeper personalization by allowing users to share documents, emails, and calendars for contextual responses. Amazon says its biggest differentiator lies in home and family-focused capabilities.
Alexa+ can manage smart home devices, update shared calendars and to-do lists, recommend recipes, help plan family activities, add groceries to Amazon Fresh and Whole Foods carts, and even organize movie night suggestions based on viewing preferences.
Daniel Rausch, VP of Alexa and Echo at Amazon, emphasized that Alexa+ delivers value in areas other AI tools cannot, noting that “76% of what customers are using Alexa+ for no other AI can do.” This includes features tightly integrated with Amazon’s ecosystem, shopping services, and smart home automation.
While Alexa+ enters a competitive AI landscape, Amazon is positioning the platform as the ultimate companion for households deeply embedded in Amazon’s services and devices. With its web rollout and growing Early Access user base, Alexa+ is set to play a central role in Amazon’s broader shift toward intelligent, personalized digital assistance — both inside and beyond the smart home.