Amazon announced that its AI assistant, Alexa+, will now be available for free on all compatible Fire TV devices in the U.S., regardless of whether users have an Amazon Prime subscription. The update introduces conversational search, smart home controls, and AI-generated content recommendations, expanding an offering that previously cost $19.99 monthly for non-Prime members.
According to Amazon, eligible users will be automatically upgraded to Alexa+ without needing to download an app or enroll in a subscription. Compatible devices include current-generation Fire TV Sticks, the Fire TV Cube, Amazon’s Ember smart TVs, and select Alexa+-equipped televisions from manufacturers including Hisense and Panasonic.
The rollout continues an industry-wide trend of embedding AI assistants into consumer electronics through automatic upgrades rather than opt-in features. Google similarly introduced Gemini to its Google TV platform earlier this year, replacing traditional search functions with conversational AI, while Roku upgraded its voice assistant with AI capabilities last year.
Amazon said Alexa+ users on Fire TV now engage in nearly twice as many conversations compared to the previous Alexa version, suggesting increased interaction beyond passive viewing. The AI assistant allows users to request content based on themes or qualities rather than specific titles, such as asking for a highly rated thriller, and can also manage smart home functions, including displaying Ring camera footage directly on the television.
