Amazon may not traditionally dominate headlines at CES, but this year the company is making a notable move to ensure its voice assistant remains in the spotlight. After operating Alexa+ through an early access program for several months, Amazon has officially launched Alexa.com, a new website that allows users to interact with Alexa in a chat-style format similar to popular AI chatbots.
For anyone familiar with modern generative AI tools, the experience will feel instantly recognizable. Many AI assistants, such as Google’s Gemini, already offer browser-based interfaces, while voice assistants like Alexa and Siri historically relied on hardware or mobile apps. Until recently, those assistants also lacked advanced generative AI features, making a web-based experience less practical.
That landscape has shifted with the rollout of, which received its generative AI upgrade months ago. Since then, the enhanced assistant has been gradually expanding through an early access program in the US. According to Amazon, adoption has grown rapidly, with tens of millions of users now engaging with it across different devices and environments.
Daniel Rausch, Vice President of Alexa and Echo at Amazon, noted that users are embracing Alexa+ wherever it’s available. With the launch , customers can now access familiar functions directly from the web, including lists, reminders, smart home controls, and previously shared documents. The move signals Amazon’s intent to position as a full-fledged AI assistant, accessible beyond speakers and displays.