Amazon Makes AI-Powered Alexa+ Free on Fire TV, No Prime Required

AI is coming to your TV, whether you want it or not. On Wednesday, Amazon announced that its AI assistant, Alexa+, will roll out to all compatible Fire TV devices in the U.S. at no cost, regardless of Prime membership. The update introduces conversational search, smart home controls, and AI-driven recommendations. Previously, Alexa+ was priced at $19.99 per month for non-Prime members and initially launched on the new Fire TV devices introduced last fall. Now, Amazon says all users will be automatically upgraded to Alexa+, with no app download or subscription required. Compatible devices include current-generation Fire TV Sticks, the Fire TV Cube, Amazon Ember smart TVs, and other smart TVs with Alexa+ built in, such as Hisense and Panasonic models. This move reflects a broader industry trend toward embedding AI into consumer electronics, often via mandatory updates. For instance, Google rolled out Gemini to Google TV earlier this year, shifting from simple search to conversational AI modes, and Roku upgraded its voice assistant with AI capabilities last year. Companies cite engagement metrics to support consumer adoption. Amazon notes that Alexa+ users have nearly twice as many conversations on Fire TV compared with the original Alexa, suggesting they are not just passively consuming entertainment but actively interacting with the AI. Whether that is a positive development remains debatable. With Alexa+, users can search for content in more natural ways—such as 'a top-rated thriller' or 'a historical drama with a strong female lead'—instead of remembering exact titles. The assistant also extends to smart home management, including displaying Ring camera feeds directly on the TV screen.

via TechCrunch AI