Use ChatGPT on the web? Amazon's new alternative may be better if you're an Alexa fan

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ZDNET’s key takeaways

• Alexa+ is Amazon’s generative AI upgrade to its Alexa virtual assistant. 
• After months in an early access program, Amazon is debuting the Alexa.com website.
• Users can chat with Alexa+ on the site, just like other generative AI chatbots.

Amazon isn’t one to make big announcements during CES, but the company doesn’t plan to be overshadowed this year. After months of Alexa+ availability through an early access program, Amazon just announced the launch of Alexa.com, a website where users can interact with the virtual assistant like they would with other AI chatbots. 

If you’ve used any of the generative AI chatbots available over the past three years, you’re familiar with the process of going to a website to interact with them. While Google has a website for Gemini, other virtual assistants like Alexa and Siri don’t — although they also lacked general AI capabilities until recently.

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You can count on Siri maintaining its lack of generational power for now, but Alexa received a generational AI injection months ago, and it’s being widely used by users across the US in an early access program. Over the past nine months, Alexa+ has gained tens of millions of users, according to Daniel Rausch, Vice President of Alexa and Echo at Amazon. 

“We see customers taking advantage of Alexa Plus any and everywhere that they can,” Rausch told ZDNET. “At Alexa.com, Customers can access that experience, and they’ll see both the things that they count on Alexa for in the home, like your lists, your reminders, your smart home controls, all the documents you’ve sent to Alexa.”

Yet one of Amazon’s big Alexa+ promises from last year wasn’t realized until now: the ability to use it on a website. This expands usage beyond traditional means, namely, the Alexa mobile app — though that is also set to get a refresh soon. Both the browser and app versions of Alexa+ will feature a chat-forward design that supports voice and text interactions, personalized to your account, and breaking away from the Alexa app’s traditional tiled interface.

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You’ll have to log in to use the Alexa+ browser, Rausch confirmed, as this ensures feature continuity across all your supported devices and personalized experiences. Although he mentioned that plans exist to potentially allow unlogged access, user accounts provide access to profile management and cross-surface integrations.

According to Rausch, 76% of Alexa+ interactions are unique tasks that only Alexa can accomplish — namely, user-exclusive features, third-party integrations, and controlling Alexa-exclusive smart home devices. While the remaining 24% can be handled with almost any AI chatbot, Rausch points out that these would be done without the convenience that Alexa offers: voice control through a speaker in your home or phone.

Availability

Amazon doesn’t have a public timeline for the end of the Alexa+ early access program, which is set to cost $20 per month when it becomes generally available and will be included as a perk to Prime memberships. 

Also: How to get access to Alexa+ for free right now (and which Echo devices support it)

Alexa+ supports over seven years of Alexa-enabled devices, ensuring legacy, current, and future hardware remain compatible with the Gen AI virtual assistant. This makes Alexa+ more accessible to a wide range of consumers, maximizing user investment while enjoying consistent service across multiple generations of devices. 

The revamped AI assistant’s list of third-party integrations continues to grow, with Expedia, Angie’s List, Yelp, and Square now joining the mix. The vision for Alexa+ includes offering unique features, consistency across devices and locations, and a comprehensive integration strategy, Rausch said. To this end, Alexa+ is set to become available on Echo Frames, Echo Buds, and the new browser platform.