Alexa+ Web

Alexa+ on web introduces Amazon’s next generation of conversational AI and LLMs to a browser-based experience, extending Alexa beyond voice-first interactions into a more flexible, multimodal interface. Users can manage Alexa+ interactions in contexts where voice or mobile was previously a source of friction, with long-form content, multi-tab experiences, and more complex tasks like planning or shopping seamlessly supported on desktop. The web experience allows users to start conversations anywhere and move fluidly between devices, picking up tasks and interactions without being tied to a single endpoint.

Role

I was the lead designer for the feature, developing the initial designs, product strategy and design system that eventually grew into a team of designers to support execution.

Learnings

Alexa+ on Web reinforced how much the shape of a product needs to respond to the context it lives in. Bringing Alexa to the browser meant moving beyond voice-first foundations and introducing more visual responses, multitasking support, and continuity across devices. The project also showed the value of designing a strong foundation without over-defining the experience too early. By building flexible patterns that could support new capabilities as they emerged, we were able to create a product that could continue to evolve.

Impact

The feature was launched to tens of millions of customers, evolving from a single project into an expansive portfolio that supports integration with both internal and external services, including Uber, calendar systems, smart home devices, food delivery platforms, and Amazon AGI's Nova AI platform.

Compared to Alexa classic, on Alexa+ users are having 2x more conversations, completing 3x more purchases, making 5x more recipe requests and Smart home usage is up more than 50%.

“This is a significant leap forward for Alexa.”

– Andy Jassy, Amazon CEO

“76% of what customers are using Alexa+ for no other AI can do."

– Daniel Rausch, VP of Alexa & Echo

"Alexa+ on the web is surprisingly good"

– Mike Prospero, Tom's Guide