Amazon has officially launched Alexa.com, bringing its enhanced artificial intelligence assistant, Alexa+, directly to web browsers, a significant development announced at CES 2026. This allows users to engage with Alexa+ without the necessity of a dedicated Amazon Echo device, broadening its accessibility considerably. The rollout positions Alexa+ as a direct competitor in the burgeoning generative AI market, challenging established players such as OpenAI's ChatGPT and Google Gemini. Initially, access to Alexa.com is being granted to Alexa+ Early Access customers. Amazon has indicated plans to extend free access to Amazon Prime members, with a standalone subscription option becoming available for non-Prime users. The web-based version of Alexa+ offers a comprehensive suite of functionalities, including answering complex queries, generating content, managing calendars and shopping lists, planning travel itineraries, and even controlling smart home devices. A key feature is its ability to maintain persistent context and continuity, allowing users to seamlessly transition interactions from their web browser to compatible Amazon devices or the mobile app without losing information. While the web version initially lacks voice interaction, music playback, and certain smart home features supported directly on the browser, Amazon aims to integrate Alexa+ more deeply into users' daily workflows. This strategic expansion reflects Amazon's commitment to making its AI assistant ubiquitous and highly competitive in the evolving AI landscape, with its availability currently limited to English-speaking customers in the US and Canada.