Amazon is taking Alexa beyond smart speakers and mobile apps. Starting Monday, Early Access users can interact with Alexa+ directly from their browsers via the new website, Alexa.com.
The company says this expansion aims to make Alexa+ available wherever people need it, at home, on their phones, and now online.
Alexa-powered devices are already global, with over 600 million units sold worldwide. But Amazon believes simply having a presence in the home isn’t enough. In moving Alexa+ online, the company aims to let anyone engage with its assistant, even if they don’t own an Echo device.
The website allows users to handle daily tasks, explore complex topics, create content, plan trips, and manage household routines. Amazon is emphasising its focus on family life. Users can update calendars, make reservations, manage shopping lists on Amazon Fresh or Whole Foods, find and save recipes, and even plan movie nights.
Alexa+ has also integrated with more third-party services, including Angi, Expedia, Square, and Yelp, joining existing apps like OpenTable, Uber, Fodor’s, Ticketmaster, and Thumbtack.
On the website, a navigation sidebar provides quick access to frequently used features like calendar appointments, shopping lists, and smart home controls.
Amazon is also encouraging users to share emails, documents, and other personal data via the web using Alexa+. The assistant can then track tasks ranging from kids’ soccer schedules to medical appointments, and even manage household reminders such as the dog’s vaccinations or community events.
This could become Alexa+’s strongest advantage, though Amazon doesn’t yet have the deep productivity ecosystem or personal data reach of competitors like Google.
“Seventy-six percent of what customers are using Alexa+ for 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. 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 while some 24% of users ask Alexa+ to do things other AIs can handle, many are moving more of their daily AI usage to the platform.
Over 10 million people currently have access to Alexa+, and they are interacting with it two to three times more than with the original Alexa. Shopping has tripled, recipe usage has quintupled, and heavy smart home users engage 50% more for device control.
Despite some online complaints about mistakes or misfires, Rausch says the number of people opting out of Alexa+ is extremely low. “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.
“We support all of Alexa’s original capabilities, the tens of thousands of services and devices that Alexa was integrated with already are carried forward to the Alexa+ experience.”
Alongside Alexa+ web rollout, Amazon is updating its mobile app with an “agent-forward” design, prioritising chat interactions over other features.
The combined web and app experience aims to make Alexa+ accessible on every device and interface, offering continuity and convenience for users managing family life, entertainment, and daily routines.
