Amazon’s Alexa – the artificial intelligence assistant that’s been integrated into its connected devices for over a decade – is accessible via web browser for the first time, the company announced on Monday. On the website, customers will be able to use Alexa+ online, similar to how other AI chatbots, such as ChatGPT or Google Gemini, can be used today.
The new web interface brings Amazon’s AI services more in line with offerings from industry leaders, including OpenAI, Google, and Anthropic. Amazon is facing increasing pressure from shareholders to update its hardware and software to better compete in the era of generative AI.
Until now, Alexa+ has been available only in the US and Canada on some of Amazon’s newer connected devices and the Alexa+ mobile app. With a website, there are more possibilities to expand the services and interact.
On Alexa.com, customers can use Alexa+ to perform common tasks like researching complex topics, creating content, and planning travel itineraries.
But Amazon is trying to set its assistant apart by focusing on families and their needs at home. That includes controlling smart devices, as was already possible with the original Alexa, as well as actions like updating a family calendar or to-do list, making dinner reservations, adding needed groceries to an Amazon Fresh or Whole Foods cart, finding and saving recipes to your library, or even planning a family movie night with personalized recommendations.
The Alexa.com website features a navigation sidebar that gives you faster access to your most frequently used Alexa features so you can continue with tasks like setting your thermostat, checking your calendar appointments, reviewing your shopping lists, and more.
The ability to manage a family’s personal data could be Alexa’s biggest selling point, if it gets it right.
“Seventy-six percent of what customers are using Alexa+ for no other AI can do,” says 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 continues, “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.”
But he notes, another 24% are using Alexa to do things other AIs can do – that could indicate they’re shifting more of their AI usage to Alexa+.
Alexa.com will initially only be available to Early Access customers who sign in with their Amazon account.
The company said “tens of millions” of people already have access to the new service and plans to roll out the feature to more users in the near future. However, there are complaints on social media and online forums about Alexa+ glitches and errors. But who doesn’t? Everything will work out in time.
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