Amazon announced a significant expansion of its consumer AI offerings, timed to the CES tech show. The company launched Alexa.com, a web browser interface for its upgraded Alexa+ assistant. This positions Alexa+ as a direct competitor to services like ChatGPT and Gemini.
Alongside the web launch, Amazon unveiled a redesigned Alexa mobile app focused on the AI assistant. The company also introduced a new Fire TV user interface, designed to be faster and more intuitive.
In a related move into hardware, Amazon introduced the Ember Artline. This first lifestyle television is designed to compete with models like Samsung's The Frame by displaying artwork.
The market reacted positively to the AI-centric news. Amazon’s shares rose 2% during trading on January 5th. Bullish analyst commentary followed, with Evercore ISI reiterating an "Outperform" rating, citing the potential of AI assistants like Rufus to drive sales.