Amazon Expands Alexa+ Web Access to Compete with ChatGPT

Amazon is currently testing a web-based interface for its Alexa+ artificial intelligence assistant. This development allows a select group of users to access the AI capabilities directly through a web browser, bypassing the need for specific hardware like smart speakers.

The strategic expansion is widely viewed as a direct response to the dominance of ChatGPT and other browser-based AI tools. By bringing Alexa+ to the web, Amazon aims to capture a larger share of the generative AI market, which has largely migrated to desktop and browser environments.

Despite the initial launch occurring in February 2025, the service is still classified as being in early access. The limited rollout suggests the company is carefully monitoring performance and user feedback before a wider public release.

The move to bring Alexa+ to the web represents a significant evolution in Amazon's AI strategy. Historically, Alexa has been tethered to specific devices, such as the Echo line of smart speakers and mobile applications. Introducing a browser-based interface removes these hardware barriers, allowing the assistant to function similarly to competitors like ChatGPT and Google's Gemini.

This expansion is currently in a testing phase. Reports indicate that access is restricted to some users, likely part of a controlled beta program. The goal is to refine the web interface and ensure it can handle the conversational nuances expected of modern large language models.

By entering the browser space, Amazon is acknowledging the changing habits of AI users. Many users now prefer typing queries into a web interface rather than speaking to a smart speaker, particularly for complex tasks or professional research.

Alexa+ was officially introduced to the market in February 2025. However, its journey to full public availability has been gradual. The system is currently described as being in early access, indicating that Amazon is still developing the underlying technology and scaling the infrastructure.

The transition from a voice-first assistant to a multimodal AI platform requires significant technical adjustments. The early access period allows Amazon to gather data on how users interact with the AI via text on the web, compared to voice commands on devices.

During this phase, the company is likely focusing on:

• Improving response accuracy for text-based queries
• Ensuring server stability for web traffic
• Integrating web-specific features

The primary driver behind this update is the intense competition within the AI sector. ChatGPT has established itself as the default tool for many users seeking conversational AI via the web. Amazon's entry into this specific arena is a direct attempt to disrupt that market share.

While Amazon possesses a massive user base through its retail and smart home ecosystems, ChatGPT dominates the 'chatbot on a webpage' use case. To compete, Amazon is leveraging the unique capabilities of Alexa+, though specific feature differences remain under wraps during the early access period.

This competition benefits consumers by driving innovation. As Amazon refines its web offering, the gap between dedicated chatbot platforms and smart home assistants is narrowing, creating a more unified AI landscape.

The expansion of Alexa+ to the web suggests a future where Amazon's AI is omnipresent, regardless of the device being used. This aligns with broader industry trends toward ambient computing, where AI assistance is available seamlessly across different environments.

If the early access phase proves successful, a full public launch could see millions of users interacting with Alexa via their browsers. This would fundamentally change the utility of the brand, moving it from a home entertainment hub to a productivity tool.

Ultimately, the success of this initiative depends on the quality of the Alexa+ model itself. As it remains in early access, the world is watching to see if Amazon can deliver an experience that truly rivals the current market leaders.