Amazon is working on a new feature for its Alexa voice assistant that will let the software launch Android and iOS apps using voice commands, a first for Amazon’s assistant and a bold expansion of its strategy to position Alexa as a platform-agnostic alternative to Apple’s Siri and Google Assistant. Called Alexa for Apps, the new feature is launching today in preview form, meaning Amazon is working with select developers on how they’d like to make use of it.
Amazon has tested the tool with companies like TikTok, Uber, Yellow Pages and Sonic. So already, you can ask Alexa to start your TikTok recording or open the Sonic app so you can check the menu. If you book an Uber ride through Alexa, the voice assistant will ask if you want to see the driver’s location on a map in the app.
It’s a new type of interaction Amazon is hoping could catch on and help better position Alexa as a viable competitor to digital assistants from Apple and Google, both of which are deeply baked into their respective operating systems and have richer access to apps and system-level features as a result. Amazon tried and failed to launch its own phone back in 2014 using a forked version of Android. And while its tablets, Echo family of devices, and Fire TV line of streaming devices continue to use more advanced versions of that forked OS, Amazon still struggles with the fact that it cannot directly reach consumers on mobile devices without going through Apple and Google first.
As more developers use the tool, you’ll be able to ask Alexa to open apps, run quick searches, view more info and access key functions. This will work through the Alexa app, Alexa built-in phones or mobile accessories like Echo Buds.
Many apps already work with both Siri and Google Assistant, and now they’ll have to work with Alexa too. Alexa for Apps is still in preview, and interested developers can request early access.
