Amazon’s Alexa+ Takes the Web by Storm: A Strategic Move Against AI Giants?

Amazon’s Alexa is ditching the Echo for your browser—and it’s a direct challenge to Google and OpenAI.

Rob Enderle, principal analyst at the Enderle Group, emphasized the importance of Alexa’s web presence:

"It’s important for Alexa to have a web presence if Amazon truly wants to compete in the growing AI market."

Mark N. Vena, president of SmartTech Research, highlighted Amazon’s built-in advantage:

"Amazon’s built-in advantage is commerce and household integration."

Alexa.com is now available for Alexa+ Early Access users, with free access for Prime members after the trial period. Non-Prime members pay $19.95/month.

The service allows text-based interactions for complex tasks like research, planning, and cross-device continuity. Alexa+ can manage to-do lists, control smart homes, and help with trip planning while retaining context across devices.

Analysts compare Alexa’s web expansion to Google’s Gemini and ChatGPT, citing browser integration as critical for competing with Google’s edge.

The feature enables persistent context and cross-device workflows, positioning Alexa as a productivity tool rather than a convenience device.