Amazon's Alexa+ AI Assistant Is Coming to Your Fire TV for Free, No Subscription Needed
Amazon is pushing its upgraded AI assistant to millions of Fire TV devices automatically. Here is what changes, what stays the same, and whether you can opt out.
Key points
- Amazon announced on Wednesday that Alexa+, its upgraded AI assistant, will roll out free to all compatible Fire TV devices in the United States.
- Alexa+ previously cost $19.99 per month for customers without an Amazon Prime membership.
- Compatible devices include current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and Hisense and Panasonic televisions with Alexa built in.
- Amazon says Alexa+ users now have nearly twice as many conversations on Fire TV as they did with the original Alexa.
- Google and Roku have made similar AI upgrades to their TV platforms in the past year.
Your TV remote is about to get a lot more talkative.
Amazon announced Wednesday that Alexa+, its upgraded AI assistant (software you talk to that understands natural language, not just simple commands), will be pushed to all compatible Fire TV devices in the United States at no charge. You don't need an Amazon Prime membership, and you don't need to download anything. It arrives automatically.
What actually changes on your TV?
The biggest shift is how you search for things to watch. Instead of asking for a show by its exact title, you can describe what you want: "a top-rated thriller" or "a historical drama with a strong female lead." Alexa+ tries to match suggestions to your mood, not just your memory of a title.
The assistant can also control your smart home from the couch. If you have a Ring doorbell camera, you can ask Alexa+ to pull up the feed directly on your TV screen.
Who gets it and when?
The upgrade covers all current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and smart TVs from Hisense and Panasonic with Alexa built in. The rollout is automatic.
Until now, Alexa+ carried a $19.99 monthly fee for anyone without a Prime subscription. Going to zero opens it to a far larger audience.
| Device | Alexa+ included? |
|---|---|
| Fire TV Stick (current gen) | Yes, free |
| Fire TV Cube | Yes, free |
| Amazon Ember smart TVs | Yes, free |
| Hisense TVs with Alexa built in | Yes, free |
| Panasonic TVs with Alexa built in | Yes, free |
Amazon isn't alone here. Google rolled out Gemini to Google TV earlier this year, replacing basic keyword search with a conversational mode. Roku made a similar move with its voice assistant last year, as TechCrunch AI reported. Amazon's own data practices on connected devices are worth watching: as we noted on 12 August, Twitch's opt-out for Amazon AI training starts switched on by default, and there's no reason to assume Fire TV will be any different.
Should viewers be worried?
Not exactly worried, but aware. These upgrades arrive whether you ask for them or not. Amazon points to engagement as evidence people enjoy the feature: Alexa+ users reportedly hold nearly twice as many voice conversations on Fire TV as they did with the older Alexa. What that number doesn't tell you is how many of those conversations are deliberate versus accidental wake-word triggers.
For most people, the practical effect is a more capable search tool on a device they already own, at no extra cost. If you find voice features annoying, the mute button still works.
