Amazon makes its AI-powered Alexa+ free on Fire TV, no Prime required

Amazon is introducing its AI-powered Alexa+ assistant to all Fire TV devices in the U.S. at no cost, regardless of whether customers have an Amazon Prime membership. The update introduces conversational search, smart home control, and AI-driven recommendations. Previously priced at $19.99 per month for non-Prime members, Alexa+ was initially offered on new Fire TV devices.

Now, all compatible devices, including current-generation Fire TV Sticks, Fire TV Cube, Amazon Ember smart TVs, and select other smart TVs featuring Alexa+, will automatically receive the upgrade without needing to download an app or sign up for a subscription. This follows other tech companies' trend to integrate AI services into consumer electronics, such as Google's Gemini update for Google TV and Roku's AI voice assistant upgrade.

Amazon highlights increased conversation rates with Alexa+ users to indicate stronger engagement with the AI feature. With Alexa+, users can request content based on themes, age, or popularity, such as "a top-rated thriller" or "a historical drama with a strong female lead," and can also manage their smart home devices, including viewing Ring camera feeds on their TV.