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In a bid to keep up with the growing popularity of artificial intelligence (AI) assistant websites like chatgpt.com and gemini.google.com, Amazon today rolled out Alexa.com, a web interface for its voice AI assistant.
Alexa was launched in 2014, and the website for the voice AI assistant came more than a decade later.
Launching a slew of AI-powered products at CES 2026, Amazon has positioned Alexa+ at the core of its strategy. The company claims that Alexa+ aims to go beyond voice, enabling users with accessibility across formats, including browsers, mobiles and devices.
This is not the first time Big Techs with key AI assistant products have intended to compete with the rising AI startups. Google started rolling out Gemini to Chrome late last year, as Perplexity, another AI startup, gained popularity for its agentic AI web browser Comet, launched in July, almost a month earlier than Google’s September rollout for its AI assistant on the browser.
This comes as Amazon aims to provide users with ambient AI to be able to position its connected home ecosystem products better.
Alexa+ use cases
The company revealed that Alexa+ is also becoming more agentic, allowing users to discover and book travel, restaurants, home services, and wellness offerings through Amazon’s partners such as Expedia, Yelp, Angi, and Square.
The company claims that the assistant will now be able to answer doorbell rings and talk to visitors on behalf of the users.
Further, Alexa+ is also being integrated across automotives, home appliances, and personal gadgets. This is the first time the voice AI assistant will be built into a third-party device, such as televisions.
Amazon on Alexa+ launch
“In 2026, we are adding the next generation of Alexa Custom Assistant, powered by Alexa+, to select BMW models, including the latest BMW iX3. Samsung is adding Alexa+ to their smart televisions, marking the first time Alexa+ is built into a third-party device. Bosch is enabling voice-directed commands in its Bosch 800 series of fully automatic coffee makers. HERE Technologies and TomTom integrated Alexa Custom Assistant (ACA) into their mapping and location services for intelligent in-vehicle navigation. And Oura is rolling out early access to its Alexa+ integration, enabling customers to keep track of and act on their health information,” Amazon wrote in its note.
Alexa was launched in 2014, and the website for the voice AI assistant came more than a decade later.
Launching a slew of AI-powered products at CES 2026, Amazon has positioned Alexa+ at the core of its strategy. The company claims that Alexa+ aims to go beyond voice, enabling users with accessibility across formats, including browsers, mobiles and devices.
This is not the first time Big Techs with key AI assistant products have intended to compete with the rising AI startups. Google started rolling out Gemini to Chrome late last year, as Perplexity, another AI startup, gained popularity for its agentic AI web browser Comet, launched in July, almost a month earlier than Google’s September rollout for its AI assistant on the browser.
This comes as Amazon aims to provide users with ambient AI to be able to position its connected home ecosystem products better.
Alexa+ use cases
The company revealed that Alexa+ is also becoming more agentic, allowing users to discover and book travel, restaurants, home services, and wellness offerings through Amazon’s partners such as Expedia, Yelp, Angi, and Square.
The company claims that the assistant will now be able to answer doorbell rings and talk to visitors on behalf of the users.
Further, Alexa+ is also being integrated across automotives, home appliances, and personal gadgets. This is the first time the voice AI assistant will be built into a third-party device, such as televisions.
Amazon on Alexa+ launch
“In 2026, we are adding the next generation of Alexa Custom Assistant, powered by Alexa+, to select BMW models, including the latest BMW iX3. Samsung is adding Alexa+ to their smart televisions, marking the first time Alexa+ is built into a third-party device. Bosch is enabling voice-directed commands in its Bosch 800 series of fully automatic coffee makers. HERE Technologies and TomTom integrated Alexa Custom Assistant (ACA) into their mapping and location services for intelligent in-vehicle navigation. And Oura is rolling out early access to its Alexa+ integration, enabling customers to keep track of and act on their health information,” Amazon wrote in its note.
