Amazon has announced that its AI-powered assistant, Alexa+, is now available for free on all compatible Fire TV devices in the U.S., regardless of whether users have an Amazon Prime subscription. This update introduces features such as conversational search, smart home controls, and AI-driven recommendations.
Previously, Alexa+ was accessible to non-Prime members for a monthly fee of $19.99 and was initially launched on new Fire TV devices introduced last fall. With this change, all users will receive the Alexa+ upgrade automatically, without the need for additional downloads or subscriptions. Compatible devices include current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with built-in Alexa+ functionality, such as those from Hisense and Panasonic.
This development aligns with a broader industry trend of integrating AI services into consumer electronics through mandatory updates. For instance, Google recently incorporated its AI assistant, Gemini, into the Google TV platform, enhancing traditional search capabilities with conversational AI features. Similarly, Roku upgraded its voice assistant to include AI functionalities last year.
Amazon reports that users of Alexa+ engage in nearly twice as many conversations on Fire TV compared to those using the original Alexa. This suggests a shift from passive content consumption to more interactive engagement with AI features. With Alexa+, users can request content based on themes, age suitability, or popularity, such as asking for a “top-rated thriller” or a “historical drama with a strong female lead.” Additionally, Alexa+ enables users to manage smart home devices, including displaying Ring camera feeds directly on their TV screens.
By making Alexa+ freely available on Fire TV devices, Amazon is enhancing the user experience and encouraging broader adoption of its AI assistant. This move not only adds value to Fire TV products but also positions Amazon competitively in the evolving landscape of AI-integrated home entertainment systems.
