In 1998, Netscape in its Netscape Navigator browser version 4.0 built Alexa as the centerpiece of the “Smart Browsing” feature set. Also, Alexa began its long partnership with the Library of Congress.

In 1999, Microsoft, the main competitor of the Netscape, followed its actions and built it in its browser. Alexa was gaining ground and its popularity reached all time high with over 3 million downloads. Amazon.com purchased it in June, 1999.

In 2000, Alexa released a new version 5.0 toolbar which included shopping features and search functions. It had more than 7 million downloads. In 2001, again a new version 6.0 was released which had a new sleeker design and the Wayback button. Wayback Machine contains all the pages fully indexed and is now the largest database in the World. The Wayback Machine was awarded the site of the year by Yahoo Internet Life magazine. It was built by the Alex Internet for Internet Archive.

In 2002 Alexa released 6.5 version of the toolbar and also it partnered with Google and released Alexa Web Search. It was new type of search engine which helped users to find detail information of the websites on the internet. In 2004, beta version of Alexa Web Information service was released on the Amazon.com Web Services platform. This helped developers to build whole generation of new tools on the basis of extensive information about the web of Alexa. Finally, in 2005, the Alexa Web Information Service version 1.0 was released the Amazon.com services platform. In the month of December of same year, Alexa Web Search Platform was released in limited beta so as to allow developers to access Alexa’s infrastructure to develop new services based on the Alexa vast repository of Web data.