Amazon is expanding its AI-powered digital assistant, Alexa+, with new capabilities. The company announced on Thursday that it is adding four new integrations to the service. Starting in 2026, the assistant will work with Angi, Expedia, Square, and Yelp. These additions will allow customers to book hotels, get quotes for home services, and schedule salon appointments, among other tasks.
With the Expedia integration, customers can compare, book, and manage hotel reservations. They can also tell Alexa their preferences to receive personalized recommendations, such as asking for pet-friendly hotels in Chicago for a weekend trip.
These new services join Alexa+’s existing integrations with Fodor, OpenTable, Suno, Ticketmaster, Thumbtack, and Uber. This allows users to ask Alexa to perform actions like calling an Uber or booking a dinner reservation through OpenTable.
Similar to how ChatGPT integrates apps into its chatbot, Amazon aims to make it easier for consumers to access various online services through natural language conversation. You can converse with the AI assistant in a back-and-forth dialogue, refining your requests as you go.
Whether users will adopt this idea remains to be seen. Amazon offered a small glimpse into how early adopters have been using the integrations, noting that home and personal service providers like Thumbtack and Vagaro have seen strong engagement so far.
Using AI assistants as app platforms is a model being tested across the industry as a way to bring AI to consumers more broadly. However, this requires users to adapt to a new way of doing things, as many are accustomed to using web or mobile apps for online services. To successfully change consumer behavior, using apps via AI must be seen as at least as easy as the existing model.
For this to work, AI providers would need to match the breadth of online services offered by a traditional app store, which is already a more curated selection than the open web. Alternatively, providers will need to become very skilled at suggesting the right apps at the right time without seeming overly pushy, as users can perceive unwelcome prompts as advertisements.