Amazon Launches Alexa+ Web Chat to Rival AI Chatbots

Browser based access expands Alexa’s reach

Amazon has launched a new Alexa+ website that allows users to interact with its upgraded artificial intelligence assistant directly through a web browser. The move places Alexa+ in more direct competition with popular AI chat platforms such as ChatGPT.

The new Alexa.com experience is currently limited to users enrolled in Alexa+, Amazon’s revamped AI assistant that debuted earlier this year and remains in early access. Users must either join a waitlist or own select newer devices to gain entry.

More than voice control

Through the browser interface, users can ask questions, explore detailed topics, generate written content, plan trips, and receive academic assistance. Amazon also says users can manage smart home devices directly within the chat window, blending conversational AI with home automation controls.

By introducing a web based version of Alexa+, Amazon is aiming to make its assistant accessible across multiple environments rather than limiting interactions to mobile apps or Echo devices.

Closing the gap with AI competitors

The launch aligns Alexa+ more closely with AI chat services from companies such as OpenAI, Google, Anthropic, and Perplexity, many of which are commonly used through browsers. These platforms have reshaped consumer expectations around how AI assistants are accessed and used.

Amazon has faced increasing pressure to modernize Alexa as generative AI tools gained rapid adoption. While Alexa was once a dominant voice assistant, competitors moved faster in delivering advanced conversational capabilities.

Gradual rollout continues

Alexa+ has been rolling out incrementally since its introduction, and Amazon says tens of millions of users now have access. The company previously signaled that a browser based version was part of its long term plan, previewing the website at the time of Alexa+’s launch.

With Alexa now accessible through voice, mobile apps, and the web, Amazon is positioning its assistant as a more flexible and competitive AI platform in an increasingly crowded market.