Amazon has launched a browser-accessible version of its Alexa+ AI assistant, eliminating the need for a dedicated device. The new web platform transforms user interaction by placing a primary chatbot interface on the Alexa mobile app homepage. This strategic expansion positions Amazon to compete directly in the crowded AI assistant market against established players like OpenAI and Google.

Amazon has initiated a significant expansion of its AI ecosystem by launching a web-based portal for its advanced Alexa+ assistant. This move allows users to engage with the conversational AI directly through their browsers for the first time, reducing dependency on Amazon’s proprietary hardware like Echo devices. The new website, Alexa.com, is currently restricted to users enrolled in the Alexa+ Early Access program, requiring either a waitlist invitation or the purchase of newer compatible hardware.

According to Amazon, the browser-based Alexa+ enables a wide range of functions, from obtaining quick answers and generating content to planning detailed travel itineraries and assisting with academic tasks. A notable integration allows users to manage connected smart home devices directly within the web chat interface, merging conversational AI with home automation control. This development marks a pivotal shift as Amazon seeks to embed its assistant more deeply into users’ daily digital routines beyond the smart speaker.

Concurrent with this web launch, Amazon is fundamentally redesigning the user experience within its Alexa mobile application. The updated app now features an “agent-forward” design, which prominently centers a chatbot-style interface on its homepage.

This redesign prioritizes conversational interaction, subtly shifting other app functionalities to a secondary position. This unified interface strategy across web and mobile underscores Amazon’s intent to provide a consistent and accessible AI experience regardless of the user’s platform.

This aggressive multi-platform rollout, which follows recent integrations with Ring doorbells and BMW vehicles, signals Amazon’s ambition to capture a larger share of the competitive AI assistant landscape.

By entering the browser-based arena, Amazon directly challenges the dominance of OpenAI’s ChatGPT and Google’s Gemini in the space. Users interested in testing the web platform must first enable Alexa+ Early Access through their Amazon account before logging into the dedicated Alexa.com website to begin using the service.