Amazon Makes Alexa+ Free on Compatible Fire TV Devices

Amazon is making Alexa+ available at no additional cost on compatible Fire TV devices in the United States, including customers without an Amazon Prime subscription. The rollout brings the company’s generative AI assistant to a wider group of TV users without requiring a separate app download or subscription signup.

Compatible Fire TV devices will be upgraded automatically. Alexa+ adds conversational content search, personalised recommendations and smart home controls to Amazon’s television platform.

Alexa+ becomes free on compatible Fire TV devices

Amazon previously charged non-Prime customers $19.99 per month for Alexa+, while the service was included with Prime. On compatible Fire TV hardware, customers can now use Alexa+ without paying that monthly fee or subscribing to Prime.

Supported hardware includes current-generation Fire TV Sticks, Fire TV Cube, and Amazon’s Ember smart TVs Alexa+ is also available on compatible televisions from manufacturers including Hisense and Panasonic that have the assistant built in.

The free Fire TV access does not necessarily provide the same Alexa+ experience across Amazon’s broader device ecosystem. Amazon’s full Alexa+ service across supported Echo devices, apps and other experiences remains tied to Prime membership or an Alexa+ subscription plan.

Conversational search replaces more rigid TV commands

Alexa+ allows viewers to search for entertainment using natural-language requests rather than an exact movie or television title. A user can, for example, ask for a highly rated thriller or a historical drama featuring a strong female lead.

Amazon says engagement with the new assistant has increased compared with the original Alexa experience. According to the company, customers using Alexa+ on Fire TV are having nearly twice as many conversations with the assistant as users did with the previous version.

The assistant can also control connected smart home devices from the television. Users can ask Alexa+ to manage compatible devices or display feeds from Ring security cameras directly on a Fire TV screen.

AI assistants spread across smart TVs

Amazon’s wider Alexa+ rollout comes as major TV platforms add generative AI features to their interfaces. Google has brought Gemini to Google TV, adding conversational capabilities to television search, while Roku has also upgraded its voice assistant with AI features.

For Fire TV owners, Amazon’s change removes the separate Alexa+ charge from one of the company’s largest consumer device platforms. Compatible U.S. devices will receive the upgrade automatically, making the AI-powered assistant part of the standard Fire TV experience rather than an optional paid addition.