Amazon Brings Alexa+ to the Web, Competing With ChatGPT and Google Gemini

Amazon unveiled Alexa.com on Monday at the start of CES 2026. The website allows Alexa+ subscribers to use the smart assistant in their preferred web browser, rather than mainstream chatbot alternatives such as ChatGPT, Google Gemini, or Perplexity.

Amazon has sold over 600 million Alexa-equipped devices worldwide, but executives believe the assistant needs a broader reach to stay competitive.

"People are finding incredible value in how AI can help in every aspect of their day, and to truly serve as a personal assistant, Alexa+ needs to be available wherever they are—at home, on their phone, and now on the web," Amazon noted in its press release.

On Alexa.com, customers can do most of what they can with other AI chatbots, such as exploring complex topics, creating content, and planning trips. But Amazon plans to differentiate by focusing on family needs at home. The assistant lets users control ...