Companies like Apple, Google, Samsung, and Microsoft have all vied for control over the phones we carry in our pockets, the computers at our desks, and even the watches on our wrists. But over the past year a new arms race has emerged in Silicon Valley: competing to develop the most sophisticated virtual assistant. And Amazon is winning.

The most convincing evidence of the Seattle-based giant’s advantage? Alexa, Amazon’s voice assistant, is dominating this year’s CES. That’s the annual Las Vegas tech confab where gadget makers, auto manufacturers, and app developers gather to flaunt their latest and, they hope, greatest. Although Amazon didn’t officially attend the conference, Alexa showed up in car infotainment systems, new smartphones, robots, lamps, and even laundry machines.

More: Amazon Is Already Winning the Next Big Arms Race in Tech