Amazon Makes Alexa+ Free on Fire TV — No Prime Required

Amazon is rolling out its Alexa+ AI assistant at no extra cost on eligible US Fire TV devices, without requiring an Amazon Prime subscription. Beginning August 19, Fire TV owners located in the United States can utilize Alexa+ free of charge, even if they do not have a Prime membership. However, this does not mean that all of Alexa+'s features are now free; certain advanced functions and access to compatible Echo devices still necessitate a Prime subscription or a paid Standard Plan.

The expansion to Fire TV is automatic, requiring no additional downloads or subscriptions. This move aims to increase usage of Alexa+ on Fire TV hardware, which includes the Fire TV Stick HD, Fire TV Cube, Ember smart TVs, and select televisions from brands such as Hisense and Panasonic. Alexa+ enhances conversational entertainment search by allowing users to describe what they want to watch, and it can also control smart-home devices like lights, locks, and Ring cameras.

Prime subscribers have unlimited access to Alexa+, while non-Prime users can either pay $19.99 per month for the complete service or opt for a limited free chat experience through Alexa.com and the Alexa app. The free Fire TV offer expands Amazon's audience for Alexa+ without eliminating its paid tier, as advanced features on compatible Echo devices and additional Fire TV functions remain restricted to Prime subscribers or the paid plan.

Amazon plans to continue expanding Alexa+ internationally, with first Asia-Pacific rollout starting in Australia on August 6, followed by launches in Europe and the Americas.