Amazon is bringing its AI-enhanced digital assistant, now called Alexa+, to the web. The company announced the official launch of a new website, Alexa.com, on Monday at the start of the Consumer Electronics Show in Las Vegas. The site is now rolling out to all Alexa+ Early Access customers, enabling them to interact with the assistant online similarly to other AI chatbots like ChatGPT or Google’s Gemini.

While Alexa-powered devices, including Amazon’s Echo smart speakers and screens, have reached over 600 million sales globally, Amazon recognizes that to remain competitive its AI assistant must be accessible everywhere—not only in homes, but also on phones and the web. This expansion could eventually allow anyone to use Alexa+, even without a dedicated device at home.

As part of this move, Amazon is updating its Alexa mobile app to provide a more “agent-forward” experience. Essentially, the app’s homepage now features a chatbot-style interface, shifting the focus toward conversation while other functions take a secondary role.

On Alexa.com, users can employ Alexa+ for everyday tasks such as exploring detailed topics, generating content, and planning trips. Amazon intends to set its assistant apart by concentrating on family and home needs. This includes managing smart devices—a capability of the original Alexa—along with updating family calendars and to-do lists, booking dinner reservations, adding grocery items to Amazon Fresh or Whole Foods carts, finding and saving recipes, and planning family movie nights with tailored suggestions.

Recently, Amazon has integrated more services with Alexa+, including Angi, Expedia, Square, and Yelp, which join existing apps like Fodor’s, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber. The website includes a navigation sidebar for fast access to frequently used features, allowing users to resume tasks such as adjusting the thermostat, checking appointments, or reviewing shopping lists.

Amazon also aims to encourage users to share personal documents, emails, and calendar access with Alexa+, transforming the AI into a central hub for household management. This could cover children’s school holidays, sports schedules, medical appointments, and even reminders like a pet’s vaccination date or a neighbor’s barbecue.

This area presents a challenge for Amazon, as it lacks its own productivity suite or the depth of personal data that competitors like Google already possess. Instead, Amazon has relied on tools that let users forward and upload files for Alexa+ to track. This functionality will now be available on Alexa.com, and shared information can be displayed and managed on Echo Show screens. Successfully handling a family’s personal data could become Alexa’s most compelling advantage.

“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.”

However, it’s noted that another 24% are using Alexa for tasks other AIs can perform—which may signal a shift toward greater Alexa+ usage.

Initially, Alexa.com will only be available to Early Access customers who sign in with their Amazon account. Since Alexa+ debuted early last year, Amazon has progressively expanded Early Access, and it’s reported that over 10 million consumers now have access. These users are having two to three times more conversations with Alexa+ compared to the original assistant, shopping three times more frequently, and using recipes five times more often. Heavy smart home customers are also using Alexa+ 50% more for device control.

Despite some online complaints about Alexa+ errors and misfires, it’s believed these are over-represented in forums and social media. The rate of users opting out after trying Alexa+ is described as low single digits on average—effectively almost none.

“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.”