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

Amazon is making Alexa+ free on all compatible U.S. Fire TV devices, removing the prior $19.99 monthly fee for non-Prime users. The upgrade will be automatic and adds conversational search, AI recommendations, and smart home controls, including Ring camera integration. The move broadens Amazon’s AI footprint in consumer devices and helps normalize AI-driven TV interfaces, following similar AI rollouts by Google TV and Roku. For Amazon, the change may increase engagement and lock-in across its hardware ecosystem, while also reducing a subscription barrier that could have slowed adoption. The article also notes Amazon’s claim that Alexa+ users now have nearly twice as many conversations on Fire TV as with the original Alexa, signaling stronger product usage and potential upside for ecosystem monetization over time.