Amazon is broadening its consumer AI strategy by expanding Alexa+ beyond smart speakers to the web, a redesigned mobile app, and new hardware initiatives. The updated Alexa app and web experience emphasize conversational AI, agentic tasks, and deeper integration with smart homes and daily workflows, as Amazon seeks to compete more directly with ChatGPT and Google Gemini. The company also shared its first update on Bee, a wearable AI startup it acquired last year, signaling a push toward “ambient AI” that supports users across devices and throughout the day, reports GeekWire. They write:
Amazon is expanding its consumer AI ecosystem beyond the smart speaker — bringing Alexa+ to the web, revamping its mobile app, and offering its first update on Bee since acquiring the wearable AI startup six months ago.
The announcements, timed to CES in Las Vegas, mark Amazon’s latest effort to catch up in the consumer AI race. While the company’s cloud unit has established itself as a major AI infrastructure and enterprise services provider, Amazon has struggled to match the momentum of OpenAI, Google, and the rapidly growing field of consumer AI startups. […]
Amazon is competing against consumer AI rivals such as ChatGPT and Gemini, which have become everyday tools for millions of people. It’s looking to leverage its more than 600 million Alexa-enabled devices, and areas of differentiation such as smart-home controls and device integrations. […]
Alexa+ started rolling out in March 2025. According to the company, tens of millions of customers are now using Alexa+, with engagement rates two to three times higher than prior Alexa versions.[…]
In a post Monday, Bee co-founder Maria de Lourdes Zollo gave the first public update since Amazon acquired the San Francisco startup last year. Bee makes a $49.99 wearable device that records and transcribes conversations, creating summaries, insights, and suggested actions. […]
Rausch said taking Alexa+ further beyond the home will be a big push for Amazon in 2026. He hinted at more to come, including new “personal mobile devices” from Amazon designed to help customers bring Alexa+ with them throughout the day.
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