• Amazon (AMZN)'s Alexa+ AI assistant now offers web access and nationwide U.S. availability, targeting tens of millions of users with enhanced generative AI capabilities.
  • The company reported strong Q4 2025 results, with revenue growth driven by AWS AI services and holiday device sales, though specific Alexa+ adoption metrics remain undisclosed.
  • Alexa+ is described as model-agnostic, using Amazon's foundation models alongside others, positioning it as a cross-device rival to competitors like ChatGPT.

Amazon is pushing forward with its Alexa+ AI assistant, which gained web access and expanded to nationwide availability in the U.S. as of February 4, 2026. According to people familiar with the matter, the rollout includes free access for Prime members and configurable features like personality modes, though full adoption numbers have not been disclosed. Recent financial performance shows Amazon's Q4 2025 results were bolstered by AWS AI services and holiday device sales, with Alexa+ metrics indicating a 25% increase in music streams and 2-3x more conversations post-upgrade.

Efforts to integrate agentic AI have hit a snag in some areas, with beta feedback addressing issues like interruptions and voice changes, leading to low single-digit opt-outs. A company spokesperson, who declined to be named, mentioned that Alexa+ is model-agnostic, utilizing Amazon's foundation models alongside others for generative AI tasks, without confirming reports of customized OpenAI models. This approach aligns with Amazon's strategy to capture a share of the $100B+ global smart home and AI assistant market, countering pressure from shareholders on lagging hardware amid the generative AI boom.

In a recent development, Amazon announced at CES 2026 a redesigned Alexa app and new integrations with partners like Angi and Expedia, enhancing daily tasks such as trip planning and reservations. Without these advancements, the company would risk falling behind rivals like Google's Gemini app. Industry experts predict that if bugs are resolved, Alexa+ could capture 24% of users shifting from general AI bots, with a 2026 focus on expansion beyond homes to devices like wrists and phones. Attempts to reach Amazon for further comment were unsuccessful, but sources indicate that the rollout has seen strong retention, benefiting families through features like recipe libraries and calendars.

Correction: An earlier version of this article misstated the timeline for Alexa+ web access; it was launched in January 2026, not earlier.