Beyond the Echo: Amazon Alexa Plus Web Launch Targets AI Dominance

Amazon's AI is breaking out of the box. With the official launch of Alexa.com at CES 2026, the company's digital assistant no longer needs a smart speaker to dominate your digital life, directly challenging ChatGPT and Google Gemini.

On Monday, Amazon announced that Alexa.com is now rolling out to all Alexa+ Early Access customers. While Amazon has sold over 600 million Echo devices, it believes that for its assistant to stay competitive, it must be omnipresent—on the web, on the phone, and in the home. This shift includes a massive mobile app update that prioritizes a chat-first, "agent-forward" interface.

The Strategic Impact of Amazon Alexa Plus Web Launch

The new web interface allows users to perform complex tasks like planning family movie nights or managing dinner reservations without touching a dedicated device. Amazon is differentiating Alexa+ by focusing on household needs, integrating services like Expedia, Uber, and Ticketmaster. The goal is to turn Alexa into a proactive family agent that doesn't just answer questions but gets things done across different platforms.

Winning Over 10 Million Users with Personal Context

According to Amazon VP Daniel Rausch, over 10 million users now have access to Alexa+, and they're engaging far more than before. Conversations have increased 2 to 3 times, while shopping frequency has tripled. Interestingly, users are increasingly using Alexa+ for tasks other AIs can do, suggesting a migration of AI usage toward Amazon's ecosystem. Despite some online complaints about misfires, 97% of existing devices now support the upgraded experience, and the opt-out rate remains in the low single digits.