Amazon is making Alexa+ available for free on all compatible Fire TV devices in the U.S., including for customers who do not subscribe to Prime. The automatic update brings conversational search, AI-powered recommendations, and smart home controls to supported Fire TV hardware without requiring users to download an app or sign up for a separate subscription.
Alexa+ previously cost $19.99 per month for users without an Amazon Prime membership. The AI assistant was initially limited to newer Fire TV products introduced last fall.
Amazon said in its official announcement that compatible devices will automatically receive Alexa+. Supported hardware includes current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and selected televisions from manufacturers including Hisense and Panasonic that have Alexa+ built in.
Alexa+ Adds Conversational Search and Recommendations
Alexa+ lets viewers search for content using more conversational requests instead of providing an exact title. Users can ask for recommendations based on characteristics such as genre, popularity, age suitability, or themes.
For example, Amazon says viewers could request a highly rated thriller or a historical drama featuring a strong female lead. The assistant can then use those details to suggest content available through Fire TV.
Amazon says users with Alexa+ are having nearly twice as many conversations through Fire TV as they did with the original Alexa. The company is using that engagement data to show that some customers are interacting with their televisions for more than traditional viewing.
Fire TV Can Also Control Smart Home Devices
Alexa+ also extends smart home controls through Fire TV. Users can ask the assistant to manage connected devices or display compatible camera feeds, including video from Ring cameras, on their television.
Amazon’s expansion follows similar changes from other television platform providers. Google introduced Gemini on Google TV earlier in 2026, replacing some traditional search functions with conversational AI features, while Roku previously added AI capabilities to its voice assistant.
The Fire TV rollout differs from Alexa+’s previous subscription model because compatible users are being upgraded automatically at no additional cost. Amazon has not said that customers can remain on the older Alexa experience instead.
Featured image credits: Wikimedia Commons
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