Amazon has partnered with major homebuilder Lennar to create "Amazon Experience Centers," which are model homes containing built-in Alexa-controlled appliances. The goal is to persuade homeowners and homebuyers to embed Amazon services into their houses.

Lennar is outfitting the model homes with TVs connected to Amazon's Fire TV system, buttons to reorder goods from Amazon and Alexa-enabled products to control the lights, TV, shades and other appliances via voice, CNBC reports.

The flagship Experience Centers are in Irvine and Vallejo, California; Orlando and Miami Lakes, Florida; Cumming, Georgia; Dallas; and Bothell, Washington, according to Amazon. Non-flagship locations are in Colorado, Nevada and other parts of Florida and Texas.

Amazon is going head-to-head against Apple, which is also teaming with homebuilders to get its robotic assistance into houses.

Last year, Brookfield Residential became the first homebuilder to offer Apple HomeKit technology as standard in new communities, starting with the Delano neighborhood in Irvine's Eastwood Village.

All SoCal houses now built by Brookfield Residential are Connected Homes, interfacing with Apple's Home app and integrating with HomeKit-enabled accessories that include lighting, thermostats, locks and WiFi.