Amazon makes Alexa+ free on compatible Fire TVs

Amazon has begun rolling out its upgraded artificial intelligence assistant, Alexa+, to compatible Fire TV devices across the United States at no additional charge, eliminating the requirement for an Amazon Prime subscription on these devices. The updated assistant integrates generative and conversational AI capabilities, enabling users to perform natural language searches for movies, ask complex follow-up questions, jump directly to specific movie scenes, and control compatible smart home equipment such as Ring cameras and lighting. According to Amazon, early data shows Fire TV users engage in nearly twice as many conversations with Alexa+ compared to the previous version, while viewers select Alexa's top movie recommendation over 40% more frequently. While baseline Fire TV integration is complimentary, Amazon continues to offer a broader Alexa+ Standard Plan priced at $19.99 per month for non-Prime members to unlock advanced smart home modes and Echo device support. This deployment strengthens Amazon's connected home and streaming ecosystem against competitors by embedding sophisticated AI into hardware already installed in millions of living rooms.