Amazon(US:AMZN) PYMNTS.com·2026-01-05 21:46Core Insights - Amazon is expanding Alexa beyond its traditional device roots with a browser-based version called Alexa+ and product announcements at CES 2026 focused on Fire TV and the Bee wearable [1][2] Group 1: Alexa+ Expansion - Alexa+ is now accessible through Alexa.com for early access users, allowing interaction via text and traditional desktop workflows, thus broadening its use beyond Echo devices and mobile apps [3] - The assistant has been in early access for nine months and is integrated with tens of thousands of services and devices, leading to increased user engagement, including more frequent conversations and higher purchasing activity initiated through the assistant [4] - The updated Alexa mobile app emphasizes an agent-forward experience, enabling Alexa+ to function across various services and surfaces rather than as a single-prompt assistant [5] Group 2: Fire TV and Bee Announcements - Amazon announced a redesigned Fire TV interface that is up to 30% faster in some cases, organized around dedicated hubs for movies, TV shows, and sports, allowing users to browse content across subscriptions in one place [6] - The Ember Artline TV was introduced, featuring a lifestyle-oriented 4K QLED display, access to over 2,000 free art pieces, and AI-driven artwork recommendations that adapt to room décor [7] - The Bee wearable is positioned as a personal AI companion with new features such as Actions connecting conversations to emails and calendar events, Daily Insights for behavioral patterns, Voice Notes for quick capture, and Templates for automatic summary formatting [8] Group 3: Industry Trends - The emphasis on AI-powered devices at CES reflects a broader trend in the industry, with AI-infused hardware such as smart glasses and robotics expected to be a focal point [9]