Amazon’s artificial intelligence (AI)-powered assistant began rolling out new features for its Alexa+ tier of service in 2025 — and now the online retail giant is making that experience more widely available through a web interface.

Emphasizing shopping, smart home controls and other Alexa-associated capabilities, Amazon announced that logged-in users would be able to access Alexa+ through the Alexa.com website as of Jan. 5.

Access is open to what Amazon refers to as Alexa+ Early Access customers. Those customers must opt in to begin using the new features.

Amazon ranks No. 1 in Digital Commerce 360’s Top 2000, a database of North America’s largest online retailers by annual web sales.

The company is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (3P GMV).

Which new Alexa+ features are available on the web?

Amazon’s Alexa+ experience and interface on the web showcase a product that more closely resembles OpenAI’s ChatGPT and Google’s Gemini than the traditional Alexa offerings. Though Amazon spotlighted ecommerce capabilities, it also listed use cases such as answering questions, exploring deep topics, content creation, trip planning and homework advice.

Importantly, Amazon also noted in a Jan. 6 corporate blog post that “Alexa+ doesn’t just provide information, it’s designed to take action.” That may encompass managing to-do lists, updating a family calendar, controlling elements of a smart home or making reservations. Those options fall into a higher level of agentic AI and ecommerce functionality that Alexa previously provided.

What Alexa+ means for agentic commerce

For agentic commerce specifically, which involves AI taking steps on behalf of shoppers in their ecommerce journeys in their online shopping activities, Amazon noted that users could give its assistant a hyperlink to a recipe article online, along with dietary restrictions, to have a recipe added to the user’s library. Then, Alexa+ can refer to the recipe to populate a shopping list and eventually offer step-by-step instructions from a device that supports Alexa’s audio interface.

Ultimately, Amazon hopes customers will ask Alexa to use these shopping lists to add items to Amazon Fresh or Whole Foods carts, facilitating online grocery purchases.

Amazon’s AI ambitions for online shoppers

The new website interface accompanies a redesign for the Alexa mobile app, which Amazon will use to try to expand its Alexa+ user base. The elevated Alexa tier is currently offered to existing Amazon Prime members and to non-Prime members who paid for the assistant on its own.

Alexa+ is just one example in Amazon’s larger portfolio of AI assistants. Amazon’s Rufus, for example, added new personalization and visual search options for the 2025 holiday shopping season. It also began incorporating Amazon Buy for Me options to purchase products from non-Amazon sites.

In addition, Amazon’s Amelia assistant serves marketplace sellers, helping to manage listings, content and other requests.

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