Amazon just dropped something big. On January 6, 2026, they rolled out Alexa.com—a brand-new web-based interface that brings their AI-powered Alexa+ assistant straight to your browser. If you’ve been wondering whether Amazon could actually compete with ChatGPT, Google Gemini, Claude, and Grok, well, this might be the moment that changes everything.
Here’s the thing: Alexa has been around for over a decade, but it’s always been stuck on Echo devices and the mobile app. You’d talk to it, and it would do its thing. But now? Amazon’s letting users access Alexa+ anywhere—on their phone, on the web, and of course, still on all those Echo devices sitting in millions of homes. That’s a massive play.
Why Amazon’s Moving Alexa to the Web Matters More Than You Think
For the longest time, Alexa felt like it was playing catch-up to the AI revolution. Sure, it controlled your smart home and could play music, but when ChatGPT launched and took the world by storm, people started wondering: what’s Amazon doing with AI?
The answer, it turns out, is something pretty ambitious. Amazon’s not just copying what OpenAI or Google did. They’re building something specifically designed for families and homes—while also making it smart enough to compete with the big players in the chatbot space.
The new Alexa.com interface works exactly like you’d expect. You log in with your Amazon account, and boom—you’re chatting with Alexa+ just like you would with ChatGPT. You can ask questions, dig into complex topics, create content, and plan trips. But here’s where it gets interesting: Alexa+ can also do things those other chatbots can’t (at least not as easily). It can manage your smart home, update your family calendar, make dinner reservations, add groceries to your Amazon Fresh cart, and even help plan movie nights.
What Can Alexa+ Actually Do on the Web?
Let me break down some of the features that make Alexa+ stand out:
Smart Home Control from the Browser
Unlike ChatGPT or Claude, Alexa+ can control your smart devices right from the Alexa.com interface. You can adjust thermostats, unlock doors, check security cameras, and manage lights—all without leaving the chat window. That’s a massive advantage if you’re someone who’s already invested in the Amazon ecosystem.
Family-Focused Features
This is something Amazon really emphasizes. You can share documents, emails, and calendar access with Alexa+, and it’ll remember important stuff—like when the dog got its rabies shot or when your neighbor’s BBQ is happening. Sounds small, but for families juggling a million things, this could actually be super useful.
Integration with Tons of Services
Amazon’s spent the past year connecting Alexa+ to hundreds of services. We’re talking Uber, Grubhub, Ticketmaster, Expedia, Yelp, OpenTable, Suno for music generation, and many more. You can book flights, order food, get concert tickets—all through the chat interface.
Recipes and Personalized Recommendations
Users can save recipes to a library and get personalized recommendations for shows and movies. Amazon saw a 5x increase in recipe interactions and a 2-3x increase in overall conversations when they released Alexa+ to early users.
How Does Alexa+ Stack Up Against ChatGPT, Gemini, and Claude?
Okay, so this is the million-dollar question. How does Amazon’s assistant compare to the big names?
Pricing: They all cost the same. Alexa+ is $19.99 per month, just like ChatGPT Plus and Google’s Gemini Advanced. But here’s the kicker—Alexa+ is free for every Amazon Prime member. Since a lot of people already have Prime anyway, that’s a huge advantage.
What Makes Them Different:
ChatGPT is the king of conversational AI—people use it for everything from homework to creative writing. Gemini is tightly integrated with Google’s ecosystem, so it’s amazing if you live in Google Workspace. Claude is known for being thoughtful and nuanced, and it’s great for detailed writing tasks.
Alexa+? It’s the assistant that lives in your home. It’s built for controlling your smart devices, managing your family’s schedule, and handling the practical stuff that makes daily life easier. If you’re already deep in the Amazon ecosystem with Echo devices, Prime membership, and smart home gadgets, Alexa+ makes a ton of sense.
The Real Story: Amazon’s Playing the Long Game
Here’s what’s really happening. Amazon’s been selling Alexa devices for over a decade. They’ve got more than 600 million devices out there worldwide. That’s not a small number—that’s a built-in audience that’s already used to talking to Alexa.
The launch of Alexa.com isn’t about beating ChatGPT in a traditional sense. It’s about connecting all those Echo devices to a smarter, AI-powered experience that works everywhere—at home, on your phone, and now on the web.
When Amazon looked at how people were using Alexa+, they noticed something telling: 24% of users were trying Alexa+ for the same things they’d use other AI chatbots for. That’s not huge, but it’s proof that people want an alternative to ChatGPT. And with the web interface now live, that number’s probably going to grow.
Why This Matters for You
If you’re an Amazon Prime member, you’re getting Alexa+ for free. That’s a genuinely good deal, especially if you’re already paying for Prime for the delivery and entertainment benefits.
If you’re not a Prime member yet but you use a lot of Amazon services or have smart home devices, it might be worth reconsidering. Getting Alexa+ bundled with Prime, plus all the other benefits, could tip the scales.
And if you’re someone who’s been hoping for a ChatGPT alternative that actually understands your home and family? Well, Alexa.com is finally here.
The web interface is rolling out to Alexa+ Early Access customers first, and Amazon will expand it to more users over time. If you’re in the early access group, go check it out. If not, it’s probably just a matter of time before it’s available to everyone.
Bottom Line
Amazon’s move is smart. They’re not trying to out-ChatGPT ChatGPT. They’re building an AI assistant that’s purpose-built for the Amazon ecosystem—and now, it’s available wherever you want to use it. Whether Alexa+ becomes your go-to chatbot depends on what matters to you. But for families and Amazon customers, it’s definitely worth trying.
