Retail Implications for Alexa on iPhone

Seems it just increases choice and lets competition play out. May well drive Siri to more shopping options as well.  Asking for trivia does not pay out.   I would bet that Amazon knows more now about how to make voice channel shopping work.

What happens now that Alexa is on the iPhone?    by Tom Ryan   In Retailwire: 
In a move onto Siri’s turf, Amazon has added Alexa to its iOS shopping app, letting users chat with the virtual assistant through an iPhone or iPad.

Alexa users will need to open the Amazon app and then press a microphone icon to converse with Alexa. Previously, the microphone icon allowed voice commands to be used to search for products and check up on orders, but the update provides access to almost all of the capabilities of Amazon’s speaker devices such as the Echo, Dot and Tap.  .... "   (Discussion) 

My List and survey of virtual shopping assistants.