On Monday, $Amazon (AMZN)$ officially launched a dedicated website for Alexa+, Alexa.com, allowing select users to interact with the assistant via a web browser. This move signals a more direct competition between Amazon and OpenAI’s flagship product, ChatGPT.

The Alexa.com website is currently accessible only to Alexa+ users. As a next-generation AI assistant launched by Amazon last February, Alexa+ is still in its early preview phase. To gain access, users must either join a waitlist or purchase newer compatible devices.

Amazon stated that through Alexa.com, consumers can “get quick answers, dive deep into complex topics, create content, plan travel itineraries, and receive assistance with homework.” The company also noted that users can manage their smart home devices directly within the Alexa+ chat window.

Amazon’s primary motivation for launching a web-based version of Alexa is to ensure that users can interact with the AI assistant seamlessly across different terminal interfaces. Previously, Alexa+ was only accessible via mobile applications or select Amazon Echo smart speakers.

Furthermore, the launch of this website brings Amazon’s service closer to the usage models of other popular AI chatbots. Competitors like OpenAI, Google, Anthropic, and Perplexity all primarily support direct user access through web browsers.

With the successful deployment of generative AI products like ChatGPT and Google Gemini, Amazon has faced increasing pressure to upgrade its hardware and software ecosystems to keep pace with the current technological wave.

Since its launch last year, Alexa+ has been gradually rolled out to the public. Amazon revealed that over one million users currently have access to the service.

In fact, when Amazon first announced Alexa+ last year, it teased the upcoming launch of the Alexa.com website, stating it would go live within months. In July of the same year, the company told The Washington Post that the feature would be available to early preview users during the summer.