Amazon Unleashes Free AI-Powered Alexa+ on Fire TV Devices

AI is making its way into your living room, whether you like it or not.

On Wednesday, Amazon announced that its AI assistant, Alexa+, will now be available for free on all compatible Fire TV devices across the United States, regardless of whether users hold a Prime subscription. This update introduces features like conversational search, smart home controls, and tailored AI recommendations, according to the company.

Previously, Alexa+ was priced at $19.99 per month for those without an Amazon Prime membership, and it was initially launched for the latest Fire TV devices revealed last fall.

Now, Amazon has stated that all eligible users will be upgraded to Alexa+ automatically without the need for app downloads or subscription sign-ups. This includes all current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, as well as other smart TVs with built-in Alexa+, such as those from Hisense and Panasonic.

This initiative aligns with a broader industry effort to integrate AI services into consumer electronics, often through mandatory upgrades like this one. For example, earlier this year, Google introduced Gemini to its Google TV platform, enhancing basic search functionalities with AI-driven conversational capabilities. Similarly, Roku upgraded its voice assistant to AI last year as well.

Companies are citing metrics such as increased engagement to indicate positive consumer adaptation trends. For instance, Amazon claims that users of Alexa+ are having nearly double the number of conversations on Fire TV compared to their interactions with the original Alexa, suggesting that customers are now interacting more with their devices rather than simply using them for passive entertainment.

The merits of this trend remain a subject of debate.

Amazon emphasizes that with Alexa+, users can request show recommendations without needing to specify titles. Instead, they can inquire about options based on themes, age ratings, or popularity—phrases like “a top-rated thriller” or “a historical drama featuring a strong female lead” are now within reach.

Additionally, the AI assistant aids users in managing their smart home setups, including the ability to display feeds from their Ring cameras directly on the TV.