While Alexa might seem to be in direct competition with Siri, the crucial difference is that Siri is embedded in the operating system, unlike Alexa, which is in the Amazon shopping app. Hitherto, Alexa was available only to users of Amazon's Echo speaker and other Alexa-enabled devices.
The online retailer also announced that, from today, customers in select United States cities can also use Alexa to get wine, beer and spirits delivered to their door with free two-hour delivery through Prime Now.
And, for the lucky, hard-drinking few stateside in Seattle, Washington all manner of booze available through Amazon Prime Now can be ordered, while beer and wine are available in Columbus and Cincinnati, Ohio.
"Bringing Prime Now to Alexa voice shopping combines two of the most innovative shopping technologies available for an experience that our customers are going to wonder how they ever lived without", said Assaf Ronen, Vice President of Voice Shopping, in a statement.
Amazon explained how Prime Now shopping on Alexa will work: "It's as simple as saying, "Alexa, order [product] from Prime Now" - Alexa will recommend a product within the Prime Now catalogue and once confirmed add it to the customer's order". Initially it was limited to reordering items someone had previously bought, and this was later opened up to millions of items through Amazon Prime - the company's $99 annual membership scheme.