Amazon Comes After Siri With Alexa+ Web and Mobile Browser

Amazon advanced Alexa beyond its device roots Monday (Jan. 5) with a browser-based expansion of Alexa+ and made product announcements at CES 2026 focused on Fire TV and the Bee wearable.

Together, the updates show Amazon advancing Alexa as a cross-surface artificial intelligence assistant while continuing to refresh its consumer hardware portfolio.

Alexa+ Moves to the Web

Alexa+ is now accessible through Alexa.com for early access users, extending the assistant into the browser for the first time, according to a Monday press release. The web experience allows users to interact with Alexa+ through text and traditional desktop workflows, expanding its use beyond Echo devices and mobile apps.

Alexa+ has been in early access for nine months and is now integrated with tens of thousands of services and devices, the release said. During that period, the company reported higher engagement across several measures, including more frequent conversations and increased purchasing activity initiated through the assistant.

The move places Alexa more directly alongside browser-based AI tools such as ChatGPT, as assistants increasingly shift from answering questions to completing tasks, CNBC reported Monday.

Amazon also rolled out a redesigned Alexa mobile app alongside the web expansion, per the release. The updated app emphasizes what the company described as an agent-forward experience, positioning Alexa+ to act across services and surfaces rather than function as a single-prompt assistant. The combined web and mobile updates are intended to make Alexa available wherever users are working, browsing or managing daily tasks.

Fire TV and Bee Announcements at CES 2026

Separately, Amazon used CES 2026 in Las Vegas to unveil updates to its Fire TV platform and to share new details about Bee, the AI wearable it acquired last year.

For Fire TV, Amazon announced in a Monday press release a redesigned interface that is up to 30% faster in some cases and organized around dedicated hubs for movies, TV shows and sports. The new layout is designed to let users browse content across subscriptions in one place.

Amazon also introduced the Ember Artline TV, a lifestyle-oriented 4K QLED television with a matte display, access to more than 2,000 free art pieces, and AI-driven artwork recommendations that adapt to a room’s décor. An updated Fire TV mobile app adds content browsing and watchlist management.

Amazon also provided an update on Bee, positioning the wearable as a personal AI companion. New features include Actions that connect spoken conversations to emails and calendar events, Daily Insights that surface long-term behavioral patterns, Voice Notes for quick capture, and Templates that automatically format summaries based on context, such as meetings or lectures, according to a separate Monday press release.

The broader emphasis on AI-powered devices at CES reflects a wider trend highlighted by PYMNTS in its roundup of the 2026 show, where AI-infused hardware from smart glasses to robotics is expected to be in focus.

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