HomeAmazon Launches Free Alexa+ on Fire TV Without Prime Membership
AI is making its way into your television, whether you’re ready for it or not.
On Wednesday, Amazon announced that its AI assistant, Alexa+, will be available on all compatible Fire TV devices in the U.S. at no cost, regardless of Prime subscription status. This update introduces conversational search, smart home management, and AI-driven recommendations, according to the company.
Previously, Alexa+ was priced at $19.99 per month for non-Prime members and was initially launched on the new Fire TV devices announced last fall.
Now, Amazon states that all eligible users will receive an automatic upgrade to Alexa+. No app download or subscription sign-up is required. Compatible devices include current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with built-in Alexa+, such as those from Hisense and Panasonic.
This move aligns with a broader industry trend to integrate AI services into consumer electronics, often through mandatory or non-optional updates. Earlier this year, Google introduced Gemini to its Google TV platform, replacing basic search with AI-powered conversational features. Roku also upgraded its voice assistant to AI last year.
Companies highlight metrics like user engagement time to demonstrate positive adoption. For example, Amazon reports that Alexa+ users now have nearly twice as many conversations on Fire TV compared to the original Alexa, suggesting that users are interacting with the AI rather than just passively consuming content.
Whether this is beneficial remains open to debate.
According to Amazon, Alexa+ allows users to request content based on themes, age ratings, or popularity—such as “a top-rated thriller” or “a historical drama with a strong female lead”—instead of searching by title.
The AI assistant can also help manage smart home devices, including displaying Ring camera feeds directly on the TV.
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AI is making its way into your television, whether you’re ready for it or not.
On Wednesday, Amazon announced that its AI assistant, Alexa+, will be available on all compatible Fire TV devices in the U.S. at no cost, regardless of Prime subscription status. This update introduces conversational search, smart home management, and AI-driven recommendations, according to the company.
Previously, Alexa+ was priced at $19.99 per month for non-Prime members and was initially launched on the new Fire TV devices announced last fall.
Now, Amazon states that all eligible users will receive an automatic upgrade to Alexa+. No app download or subscription sign-up is required. Compatible devices include current-generation Amazon Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with built-in Alexa+, such as those from Hisense and Panasonic.
This move aligns with a broader industry trend to integrate AI services into consumer electronics, often through mandatory or non-optional updates. Earlier this year, Google introduced Gemini to its Google TV platform, replacing basic search with AI-powered conversational features. Roku also upgraded its voice assistant to AI last year.
Companies highlight metrics like user engagement time to demonstrate positive adoption. For example, Amazon reports that Alexa+ users now have nearly twice as many conversations on Fire TV compared to the original Alexa, suggesting that users are interacting with the AI rather than just passively consuming content.
Whether this is beneficial remains open to debate.
According to Amazon, Alexa+ allows users to request content based on themes, age ratings, or popularity—such as “a top-rated thriller” or “a historical drama with a strong female lead”—instead of searching by title.
The AI assistant can also help manage smart home devices, including displaying Ring camera feeds directly on the TV.
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