Amazon announced Wednesday that its AI assistant, Alexa+, will be rolled out to all compatible Fire TV devices in the U.S. for free, with no Prime subscription required. The update applies to any customer with a compatible device, regardless of membership status. Amazon says the change brings conversational search, smart home controls, and AI-powered recommendations to the platform.
Previously, Alexa+ cost $19.99 per month for users who did not have an Amazon Prime membership. The assistant was initially made available on the new Fire TV devices that Amazon announced last fall. That pricing structure has now been removed for the U.S. market as the rollout expands to the full compatible device lineup.
The move is part of a broader industry effort to push AI services onto consumer electronics, often through non-optional upgrades. Google rolled out Gemini to its Google TV platform earlier this year, replacing simple search features with AI-powered conversational modes. Roku also upgraded its voice assistant to AI last year. These companies are all pursuing the same strategy of embedding AI directly into the home viewing experience.
Amazon cites usage metrics to suggest positive consumer adoption trends. The company says that Alexa+ customers now have nearly twice as many conversations on Fire TV as they did with the original Alexa. Amazon interprets this as evidence that customers with Alexa+ are using the TV beyond lean-back entertainment, engaging more actively with the AI assistant.
With Alexa+, users do not need to ask for shows by title. Instead, they can request suggestions based on themes, age, or popularity, such as a top-rated thriller or a historical drama with a strong female lead. The AI can also assist with smart home management, including displaying Ring camera feeds directly on the TV screen.
No further details were provided about the rollout timeline or other potential features. The announcement follows similar AI-driven changes across competing streaming platforms, all aiming to make AI tools a standard part of the living room experience. The update is available to U.S. customers with compatible Fire TV devices, according to Amazon.
