Amazon is bringing its AI-powered assistant, Alexa+, to compatible Fire TV devices across the U.S. at no additional cost, including for customers without an Amazon Prime subscription.
The update adds conversational search, AI-powered recommendations and smart home controls to Fire TV. Previously, Alexa+ cost $19.99 per month for non-Prime members.
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Compatible devices will receive the update automatically, with no separate app or subscription required. Supported products include current-generation Fire TV Sticks, Fire TV Cube, Amazon Ember smart TVs and select smart TVs from Hisense and Panasonic.
AI Moves Deeper Into TV
Amazon’s move follows a broader push by consumer electronics companies to integrate AI into television platforms. Google has introduced Gemini to Google TV, while Roku has upgraded its voice assistant with AI capabilities.
Amazon says Alexa+ users now have nearly twice as many conversations on Fire TV as they did with the original Alexa, suggesting that viewers are increasingly using TVs for interactive AI features rather than simply watching content.
With Alexa+, viewers can ask for recommendations without naming a specific title, using requests such as a top-rated thriller or a historical drama with a strong female lead.
The assistant can also control connected smart home devices and display Ring camera feeds directly on the TV.







