Amazon expands free Alexa+ access across compatible Fire TV devices
Amazon will roll out its AI assistant Alexa+ to all compatible Fire TV devices in the United States at no cost, including for customers without an Amazon Prime subscription. The company said the upgrade will be automatic, requiring neither an app download nor a separate sign-up.
Previously, Alexa+ cost $19.99 per month for people who were not Prime members. The service was initially available on the new Fire TV devices Amazon announced last fall. Amazon now says all eligible devices will receive the assistant.
Conversational search and smart-home controls
Alexa+ brings conversational search, AI-powered recommendations and smart-home management to Fire TV. Instead of naming a specific title, users can ask for viewing ideas based on factors such as a theme, audience age or popularity. Amazon’s examples include requests for a top-rated thriller or a historical drama with a strong female lead.
The assistant can also manage compatible smart-home devices and show Ring camera feeds on the television. Supported products include current-generation Amazon Fire TV Sticks, Fire TV Cube, Amazon Ember smart TVs, and smart TVs with Alexa+ built in from Hisense and Panasonic.
Part of a wider AI shift in television interfaces
The expansion follows a broader effort by consumer-electronics companies to put AI services on more devices, often through upgrades customers do not actively opt into. Google introduced Gemini to Google TV earlier this year, replacing simpler search functions with conversational AI modes, while Roku upgraded its voice assistant to AI last year.
Amazon says Fire TV users of Alexa+ now have nearly twice as many conversations as they had with the original Alexa. The company presents that figure as evidence of increased engagement beyond passive television viewing.
The Fire TV rollout also extends Amazon’s Alexa+ device strategy, following plans around Amazon devices and Alexa+ outlined by Amazon devices and Alexa+ plans at Disrupt 2026 at Disrupt 2026, while making the assistant available without a Prime requirement. For businesses building media, retail or smart-home experiences, conversational discovery on television is becoming a practical interface to evaluate alongside conventional menus and voice commands.