Amazon launches Alexa.com web AI assistant for Alexa+ users

Amazon’s decision to put Alexa+ on the open web is a strategic shift from smart speaker novelty to full‑fledged AI agent. By making Alexa.com a first‑class interface where users can chat, upload documents, manage smart homes and transact, Amazon is turning Alexa+ into a cross‑device productivity layer rather than a voice toy on the kitchen counter. That dramatically increases surface area for real-world usage data and tightens the feedback loop between model capabilities and everyday consumer behavior.

For the race to AGI, this matters because it moves a frontier‑scale assistant into the browser, the default workplace for both consumers and knowledge workers. Alexa+ can now follow users from Echo devices to phones to laptops, keeping context across channels and acting on calendars, shopping, home control and more in one continuous agentic loop. If Amazon can scale this experience reliably across tens of millions of existing Alexa users, it gets a powerful distribution advantage against OpenAI’s and Google’s web agents.

More broadly, Alexa.com is another step toward AI assistants that are persistent, multi‑modal and embedded in daily life, not separate destinations. That’s exactly the usage pattern most likely to generate the data and economic pull that keep pushing model capabilities—and expectations—toward general intelligence.