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Amazon.com has launched a web browser version of its Alexa+ assistant, expanding the AI tool beyond smart speakers and screens. The move places Alexa+ in a direct competition with AI chatbots such as ChatGPT and Google Gemini, while also strengthening Amazon’s broader AI ecosystem. Amazon shares rose nearly 3% in midday trade following the announcement.
The recently-launched Alexa.com allows users to communicate with Alexa+ via a web browser. It offers familiar features found in most AI chat interfaces. According to Amazon, users are actively using the bot to get fast answers to complex questions, generate text, plan trips, and get assistance with their studies.
The assistant can also make changes to appointments and book tables. This shows that Amazon is focusing on integrating generative AI in everyday workflows.
The web version arrives about nine months after Amazon rolled out Alexa+, a major overhaul of its voice assistant that helped define the smart assistant category.
Currently, the browser-based Alexa experience is limited to users with early access to Alexa+. Amazon emphasized its goal to offer “seamless integration” across devices, including Echo smart hubs and Fire TV products.
Alexa+ is available for $19.99 per month and is free for Amazon Prime members. Although Amazon has not revealed subscriber numbers, Daniel Rausch, the head of Alexa and Echo, informed TechCrunch that over 10 million users have access to Alexa+.
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During midday trading on Monday, Amazon’s stock went up to about $233. Last year, the stock lagged the broader S&P 500, rising only 5%, due to tariff fears and investor uncertainty about Amazon's AI strategy.
Analysts remain broadly optimistic. RBC Capital recently added Amazon to its Top 30 Global Ideas list, citing strong visibility on returns from AI infrastructure investment and AWS’s diversified revenue base. According to the brokerage, Amazon is one of the most disciplined hyperscalers when it comes to capital spending on AI.
